Publish Profitably Spices Texas Pete Up with Fresh Copy
Texas Pete is one of the most popular hot sauce brands in the United States. It is known for its balanced blend of spiciness and savoriness, offering a unique taste that enhances rather than overpowers the natural flavors of food. Texas Pete’s versatility makes it a beloved pick for hot sauce enthusiasts; however, the company’s website copy needed an update to give it just the right amount of kick.
Understanding the Brand
Texas Pete’s commitment to quality and its distinctive, memorable taste profile has helped establish it as a staple in kitchens and restaurants across the United States. With that longstanding trust and authority, Texas Pete earned its place as a legacy brand; however, the company wanted a refresh to ensure that its messaging would resonate with its fans and the generations to come.
The first thing we did to help Texas Pete achieve this was to take a look at its past messaging, get familiar with its voice and brand standards, and have frank conversations about how its team wanted the company to be perceived by its customers. Since the company has developed and the product line has expanded, its positioning statement demanded that it reflect its past and future growth as one driven by passion—Texas Pete is an experience rather than just a product.
Finding The Texas Pete Voice
As our understanding of the Texas Pete brand grew, we always kept in mind that the company focuses on bringing people together. They want to enhance experiences by making Texas Pete products a part of its consumers’ lifestyles, which is why its messaging includes words such as “tribe” and “bond.”
The concept of a tribe encompasses the idea of family, which is deeply rooted in the Garner family heritage, the founders of Texas Pete. In a tribe, individuals are embraced based on their shared beliefs. Passion serves as the unifying and driving force within the tribe, and it distinguishes Texas Pete consumers. Unlike communities where people simply end up, being a part of a tribe is a conscious choice. Consider sports fans, particularly football enthusiasts. They may vary in size, shape, age, gender, ethnicity, and income, but they all share an immense passion for supporting their team. A tribe member is more likely to become a brand evangelist compared to a community member. Within a tribe, traditions and beliefs are passed down to future generations, ensuring their continuity. The tribe is Texas Pete’s target audience.
The copy we wrote hinged heavily on this concept. We were told to take inspiration from “cowboy poetry.” The tone is full of bravado, common sense, adventure, wit, spirit, fun, and truthfulness.
Texas Pete is for the extreme enthusiasts of life, fun, and food, the kind of people who have a vigor for everything they do. To achieve this appeal, the company has to be cool, with an edgy, confident bravado. Our copy was designed to continue the Texas Pete Campaign “Sauce Like You Mean It,” which centered around the Texas Pete Tribe using the sauce in creative, delicious ways.
The Result
A re-energized home page, enticing product descriptions, a shop that drives purchases and loyalty, and a proud but humble contribution to one of the top 5 fastest-growing hot sauce brands in the United States.