Tailgating has its own unwritten rules, rituals, and legends… but only one hot sauce: Frank's RedHot.
So, to introduce six new flavors of their Dip'N and Squeeze sauces, we created a social-first campaign around a special character we call the Dean of Tailgating, and launched the first $20,000 Tailgate Scholarship to reward that one person in the parking lot who takes their food further than everyone else.