Campaign

Pace Salsa: Saucy Suzie

The Challenge:
When salsa overtook ketchup as the most popular condiment in the US in 1991, Pace became the #1 salsa in the country. But with this popularity came an explosion of 1,000+ new and exciting brands that Pace could no longer compete with. By 2016, sales declined -15%.

The Goal:
Reclaim Pace as the salsa of choice during family Taco Night. Ultimately making Pace to salsa what Heinz is to ketchup.

The Insight:
Parents biggest fear is feeling like they’ve failed at their job as providers. And nothing is more acute than when their children are bored with the food they painstakingly put on the table.

The Strategy:
Reframe Pace Salsa from ‘adding flavor’ to ‘removing bland’.

The Idea:
PACE SAUCY SUZIE

A Lazy Susan-inspired device invented by That Pace Cowboy as the ultimate weapon to fight against bland and boring taco nights.

The Results:
- Sale grew by +1.5% vs YA.
- Share grew by +1.3% vs YA.
- Mentions of Pace increased by +40%.