Get Fired Up

Scan

Stagg Chili was losing ground in a commodity category where everyone talked about smoke and beef. Sales were declining, and Stagg had no distinct idea of its own to stand on.

Spot

Stagg's flavor was more aggressive than anything else on the shelf. People were numbed by routine and looking for something to wake them up. Put those two together, and Stagg had exactly what a tired category needed.

Rally

A TV campaign called “Get Fired Up” gave people a way to prove how much heat they could handle. A “How Fired Up Are You?” online quiz matched people to their heat level. A 3-month street sampling tour hit San Francisco and San Diego with a mobile billboard, sampling stations, and a high-striker carnival game.

Score

15.8%
baseline volume up, reversing decline
3.2%
West distribution depth increase
5.6%
market share gain year one

Answer questions about your life and passions, and discover which Stagg heat level matches your fire. The quiz drove 2.5x normal traffic in just two test markets.

Then we hit the streets with a 3-month tasting tour through San Francisco and San Diego. A high-striker carnival game let people swing the mallet, ring the bell, and prove how fired up they are, winning swag along the way. We gave out 31,206 samples, 18,104 coupons and 2,281 beanies, and created 1.3 million impressions worth $56K in media value.

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