Eat the GOAT

Few brands are as synonymous with football food as Frank’s RedHot, America’s #1 Hot Sauce. For decades, its unmistakable blend of flavor and heat has been the finishing touch on wings, dips, and game-day spreads nationwide.

Now, Frank’s RedHot is officially claiming what fans already know with a new Super Bowl-timed campaign from creative AOR, Colle McVoy, called “Eat the GOAT.”

Starring hip hop legend Ludacris, alongside a cameo from his Disturbing the Peace Posse: Chingy, Shawnna, I-20 and DJ Infamous and, yes, an actual rapping goat, Eat the GOAT declares Frank’s RedHot the greatest hot sauce of all time. It’s the one ingredient that transforms ordinary football food into game-day legends.

“Timeless flavor, timeless flow," said hip-hop legend, Ludacris. "When something’s been the GOAT this long, you don’t just taste it – you feel it. I’m excited to partner with Frank’s RedHot to revel in GOAT status.”

Targeting heat-seeking Millennials and Gen Z, the :45 hero spot speaks to fans who chase flavor, variety, and excitement, especially during Super Bowl gatherings. Whether mixed into Buffalo chicken dip or poured straight onto wings, Frank’s RedHot isn’t just part of the spread. It is the spread.

“Frank’s RedHot is more than a sauce—it’s a flavour anthem that brings people together over mic-dropping food,” said Tabata Gomez, CMO of McCormick & Company, Inc. “We’re thrilled to team up with Ludacris to turn up the flavour with Frank’s RedHot and inspire fans everywhere to ‘Eat The GOAT.’”

The campaign flips expectations with a playful double meaning of “GOAT,” pulling viewers in with misdirection before delivering its core truth: Frank’s RedHot is the Greatest of All Time in both flavor and heat. Its iconic, one-of-a-kind taste is what turns Sundays into game days. As Ludacris puts it, “I put that $#!T on everything.”

The campaign kicked off with an ambitious challenge: sell out Frank’s RedHot before kickoff. It began with a fully connected retail push designed to maximize physical shelf presence, then expanded into social with recipe-driven content – Luda Dips and Luda Wings – to drive stock-up behavior, all tied to the GOAT concept.

"With this campaign, we aimed to win the Big Game well before the coin toss," said Jessica Henrichs, CEO of Colle McVoy With a retail-first approach, we drove stock up. Starting in-store, we then extended the idea across social and digital to reach consumers as they planned their game-day spreads.”

By boldly owning its “goated” status (and quite literally putting a goat in the hero spot) Eat the GOAT aims to fire up taste buds and turn grocery carts into winning Super Bowl spreads.The ‘Eat the GOAT’ campaign launches on Meta and TikTok before expanding across OLV and pre-roll, building on momentum already underway with retail partners and OOH.

The campaign is the latest work from Colle McVoy as creative AOR for Frank’s RedHot, reinforcing the brand’s leadership in football food culture while delivering measurable business impact.