Frank It Up! with Frank's
Frank’s RedHot and AOR Grey New York launch the brand’s first truly global campaign.
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The creative features a man who tries to eat various foods only to have them slapped out of his hands. The reason? He needs to Frank It Up!
As true aficionados know, food is merely a vehicle to deliver delicious Frank’s RedHot to the mouth. The “I put that $#!t on everything” tagline is the soul of the brand and has become a calling card for consumers, so now this campaign goes back to the basics of actual food, knowing Frank’s RedHot is the only brand that can deliver the perfect balance of flavour and heat.
While the video features traditionally “American” foods like sausages, wings and pizza, the teams worked to ensure all of the foods worked globally and appealed to key cross-cultural demographics. Grey worked with the global culinary team, a group of experts from the UK, Australia and France to ensure their food choices were resonating with audiences across the globe, while still maintaining their Americana feel.
Credits
powered by
- Agency Grey/New York
- Production Company MJZ/USA
- Director Perlorian Brothers
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Credits
powered by
- Agency Grey/New York
- Production Company MJZ/USA
- Director Perlorian Brothers
- Creative Ryan McCarthy
- Creative Brian Mekjian
- Creative Jessica New
- Creative Sara Worthington
- Creative Armando Flores
- Producer Lauren O'Driscoll
- HP James McPherson
- Producer Jake Sharkey
- Producer Kevin Grover
- Editing Cut+Run/New York
- Editor Robert Ryang
- Senior Producer Eytan Gutman
- Executive Producer Ellese Shell
- Finishing Jogger Studios
- Associate Music Producer Beliansh Assefa
- Audio Sonic Union
- Executive Producer Gina Petrarca
- Producer Katie Maguire
- Sound Engineer Michael Marinelli
- Creative Gabie Fleischer
- Music Producer Kurt Steinke
- Producer Louis Simonelli
- Producer Charles Hedges
Credits
powered by
- Agency Grey/New York
- Production Company MJZ/USA
- Director Perlorian Brothers
- Creative Ryan McCarthy
- Creative Brian Mekjian
- Creative Jessica New
- Creative Sara Worthington
- Creative Armando Flores
- Producer Lauren O'Driscoll
- HP James McPherson
- Producer Jake Sharkey
- Producer Kevin Grover
- Editing Cut+Run/New York
- Editor Robert Ryang
- Senior Producer Eytan Gutman
- Executive Producer Ellese Shell
- Finishing Jogger Studios
- Associate Music Producer Beliansh Assefa
- Audio Sonic Union
- Executive Producer Gina Petrarca
- Producer Katie Maguire
- Sound Engineer Michael Marinelli
- Creative Gabie Fleischer
- Music Producer Kurt Steinke
- Producer Louis Simonelli
- Producer Charles Hedges
Frank It Up! was produced in collaboration with production agency Townhouse and directed by The Perlorian Brothers the conceptually-driven absurdist duo, famous for creating unique visual worlds. The global hot sauce industry experienced a 4.9% jump from 2019 to 2020, and Frank’s continues to find ways to stand out against the competition with the brand’s signature tone. All campaign channels include: Broadcast, Online video, Social, Radio, Digital banners.
“Boring and bland don’t stand a chance when you’ve got Frank’s RedHot. America’s favourite hot sauce goes best on, well everything. With our new campaign, Frank It Up, we encourage usage on everything, anything, and anywhere. To develop a truly global campaign, we worked closely with our peers in international markets to ensure the creative choices pulled through. When we shout, Frank It Up, it’s a call to make life a little more interesting, making Frank’s RedHot a sauce that pulls snacks, meals and people together.” Alia Kemet, Senior Vice President, Global Creative and Digital Transformation at McCormick.
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