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Old Bay Hot Sauce
Give Your Food a Complex.

A hot sauce so coveted, it’s giving plain foods an inferiority complex.

Old Bay seasoning is a beloved product with a fanatical following. Why? Because it makes everything taste better. Full stop.

So when Old Bay announced they were launching a hot sauce, we needed to prove that it lived up to the Old Bay legacy of being bloody fantastic. Maybe even — too fantastic?

It got us wondering: how would plain foods feel if people only wanted to eat them drowning in hot sauce? Would they be insecure? Anxious? Angry? As it turns out — all of the above.

Brand

Old Bay

Format

Print & social

My role

Concept & copy

Old Bay Hot Sauce print ad. A plain potato asks, Oh, do I offend you with my subtlety? Long copy follows the potato’s rant about being reduced to a canvas for Old Bay. Give your food a complex.Old Bay Hot Sauce print ad. An open clam says, I have a hard time opening up to people. The copy tells of the clam getting doused in sauce at a clambake. Give your food a complex.Old Bay Hot Sauce print ad. Fried chicken asks, Are you like, serious right now? The copy is a jealous rant about being replaced by Old Bay Hot Sauce. Give your food a complex.

Click any ad to read the full copy.

Social

Old Bay Hot Sauce Instagram Stories: the potato’s rant told across four story frames in white, red, navy, and yellow, ending with Give your food a complex.

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