Coming into the project, Spitball knew that the congestion in the hot sauce category, the fastest growing segment in condiments, has made it difficult for brands to stand apart. Many align with the idea of intense heat, others lean more into flavor and more often than not, they land right down the middle with the contrived “balance of flavor and heat” message. After extensive research and multiple ideation sessions with key client stakeholders, a vision began to unfold which framed in our positioning. First, the packaging for De La Viuda hot sauce is absolutely gorgeous, featuring a beautiful watercolor tribute to the brand’s namesake, Señora Sanchez. The cultivation of particular herbs, spices and peppers were masterfully blended to create a masterpiece that brings the “The Art of Spice” to life. A key visual and messaging was established to set the foundation for the brand and campaign.