Ludacris joins Frank’s RedHot to crown the GOAT of hot sauce
Frank’s RedHot launch their Big Game campaign through agency Colle McVoy.
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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.
Targeting heat-seeking Millennials and Gen Z, the :45 hero spot speaks to fans who chase flavour, 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.
Credits
View on- Agency Colle & McVoy LLC/Minneapolis
- Production Company ArtClass Content
- Director Daniel Russell
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Credits
View on- Agency Colle & McVoy LLC/Minneapolis
- Production Company ArtClass Content
- Director Daniel Russell
- Managing Director/Executive Producer Kirsten Arongino
- Head of Production Sparkle Jones
- Executive Producer Logan Scott Gilmore
- Post Production Overture Studios
- Executive Post Producer Brian Keegan
- Color Company 3/Los Angeles
- Senior Colorist Tyler Roth
- Music New Math Music & Sound
- Creative Director Dave Wittman
- Executive Producer Kala Sherman
- Senior Producer William Taylor
- Director of Content Production Erik Verleger
- Group Creative Director Lia Khayami Quinones
- Group Creative Director Tim Mattimore
- Associate Creative Director Jack Treacy
- Senior Copywriter Ryan Seibold
- Design Director Matthew Ulstad
- Designer Chloe Ward
- Executive Producer Kelly Farley
- Senior Producer Rachel Nyberg
- Line Producer Christopher Lettley
- Production Designer Leigh Ann Reagan-Barnes
- DP Magdalena Gorka
- Editor Lucas Lobe
- Assistant Editor Stephen Deaver
- Post Producer Kanika Oung
- Audio Engineer Sam Bair
- Talent Christopher Brian Bridges (Ludacris)
- Talent Chingy
- Talent Shawnna
- Talent I-20
- Talent DJ Infamous
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Colle & McVoy LLC/Minneapolis
- Production Company ArtClass Content
- Director Daniel Russell
- Managing Director/Executive Producer Kirsten Arongino
- Head of Production Sparkle Jones
- Executive Producer Logan Scott Gilmore
- Post Production Overture Studios
- Executive Post Producer Brian Keegan
- Color Company 3/Los Angeles
- Senior Colorist Tyler Roth
- Music New Math Music & Sound
- Creative Director Dave Wittman
- Executive Producer Kala Sherman
- Senior Producer William Taylor
- Director of Content Production Erik Verleger
- Group Creative Director Lia Khayami Quinones
- Group Creative Director Tim Mattimore
- Associate Creative Director Jack Treacy
- Senior Copywriter Ryan Seibold
- Design Director Matthew Ulstad
- Designer Chloe Ward
- Executive Producer Kelly Farley
- Senior Producer Rachel Nyberg
- Line Producer Christopher Lettley
- Production Designer Leigh Ann Reagan-Barnes
- DP Magdalena Gorka
- Editor Lucas Lobe
- Assistant Editor Stephen Deaver
- Post Producer Kanika Oung
- Audio Engineer Sam Bair
- Talent Christopher Brian Bridges (Ludacris)
- Talent Chingy
- Talent Shawnna
- Talent I-20
- Talent DJ Infamous
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 flavour 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 maximise physical shelf presence, then expanded into social with recipe-driven content, Luda Dips and Luda Wings, to drive stock-up behaviour, all tied to the GOAT concept.
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.
Tabata Gomez, CMO, McCormick & Company: “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.’”
Jessics Henrichs, CEO, Colle McVoy: “With this campaign, we aimed to win the Big Game well before the coin toss. 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.”
Hip-hop legend Ludacris: “Timeless flavour, timeless flow. 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.”
