Frank’s RedHot, a key brand of Hunt Valley-based McCormick & Co., plans a contest on Twitter during the Super Bowl as part of its “I Put That $#!t on Everything” ad campaign.
Super Bowl viewers can enter Frank’s “Put That Emoji on Everything” sweepstakes by tweeting during game advertisements.
During ads for products or services in designated categories — such as autos, snacks, tech, soda or beer — viewers can tweet the Cayenne Pepper emoji and the corresponding emoji for the category with the hashtag #FranksSweepstakes. Contestants will be entered to win prizes such as trips, gift cards or cars.
“This certainly brings to life our signature catchphrase, ‘I Put That S#!t on Everything,’” said Alia Kemet, McCormick’s creative & digital strategic director for the Frank’s brand, in an announcement. “We wanted to create a fun Game Day call to action for hot sauce lovers everywhere during commercial breaks to gamify the at-home experience and put Frank’s (and an emoji) on everything.”
McCormick acquired the maker of Frank’s and French’s Mustard in a $4 billion deal in 2017.
The emoji tweeting will start at 3:30 on Feb. 3 and run through 11:59 p.m. Other ad categories include candy, oral care, avocados, fast food, financial services, telecom, football and entertainment.
The contest is part of a new Frank’s ad campaign including TV and online videos developed by ad agency Grey New York. TV spots have been shown online for the past two weeks and started airing on TV earlier this week, but they won’t be shown during the game.
“We’re taking a subversive approach to prove that Frank’s goes with everything you typically see on Game Day — even things you really, definitely, absolutely wouldn’t expect,” said Rob Lenois, Grey’s deputy chief creative officer in an announcement.