Firing up flavor, trail and sales.
Stagg Chili was losing ground. Sales declining. Stuck in a commodity category where everyone talked about smoke and beef. The real enemy wasn’t competitors—it was monotony. People numbed by routine, looking for something to wake them up.
The job: Reverse the decline and own emotional territory no one else could claim.
baseline volume up, reversing decline
West depth increase distribution
market share gain year one
The Idea
Get Fired Up wasn't just a line. It was a rallying cry that came to life everywhere. TV spots launched the attitude—pure energy showing people breaking free from the mundane. No food porn. Just the fired-up spirit only Stagg delivers.
We built the “How Fired Up Are You?” quiz online. Answer questions about your life and passions, discover which Stagg heat level matches your fire. The quiz drove 2.5X normal traffic—in just two test markets.
Then we hit the streets. A 3-month tasting tour through San Francisco and San Diego. Mobile billboard. Sampling stations. And a high-striker carnival game—swing the mallet, ring the bell, prove how fired up you are, win swag.
We sampled 31,206 people at sports events, work spots, anywhere people needed fortification. Handed out 18,104 coupons and 2,281 beanies. Created 1.3M impressions worth $56K in media value.
