Mule Sauce
Challenge
Mule Sauce was started in jest for a company picnic, but how do you take something that started as a joke and make it most beloved hot sauce on the internet. Mule Sauce had thousands of positive fan reviews, but for those not hip to the sauce, a public relations campaign was needed to establish legitimacy and propagate the brand. The origin story of Mule Sauce was a compelling hook, but not enough to propel it into hot sauce prominence.
Approach
WAV Strategies positioned Mule Sauce into every news cycle related to the hot sauce market. From international hot sauce shortages to holiday gift giving and eating, a multi-prong strategy which included pitching editorial features, inclusion on “best of” and holiday gift giving lists, and entry into hot sauce competitions to help spread the word of Mule Sauce and its tasty promise.
Results
Detailed earned media placements including hour-long radio shows, exclusive television segments, and featured print and web editorials were secured across numerous national and regional outlets. Promoting news of Mule Sauce’s win at a national hot sauce show drove new attention to the sweet and spirited condiment and brought the much-sought legitimacy of the product to help drive sales.
Client Triumphs
WAV Strategies are winning strategies
