SHINEDOWN x TORCHBEARER HOT SAUCES
OUR WORK
Legendary rock band Shinedown, a Warner Music Group powerhouse, expanded into the culinary world with a signature hot sauce inspired by their love of grilling. To ensure a successful launch and connect with fans and new audiences alike, the band needed a multi-layered marketing strategy that put their hot sauce front and center—driving awareness, excitement, and sales.THE CHALLENGE
Glen & Haze spearheaded the go-to-market strategy for Shinedown’s new hot sauce, collaborating with Warner Music Group and the band’s management team to develop and lead a comprehensive marketing plan spanning social media, influencer marketing, email, SMS, experiential activations, and press. We led the creative direction for all campaign assets, ensuring a cohesive look and message across every channel.Rooted in the band’s authentic love for grilling, our strategy included teaser content featuring Shinedown grilling, tasting, and sharing their passion for food, building excitement with the message: “Something HOT is coming.”To expand reach, we sent press packages to influencers like country star Carrie Underwood and Hell's Kitchen contestant Alex Belew, paired with engaging calls to action for their followers. We also leveraged the band’s relationships with radio stations to amplify buzz leading up to launch.THE SOLUTION
THE OUTCOME
Demand caused the eCommerce website to crash on launch day.Became distributor Torchbearer’s highest-selling collaboration product to date.Generated 35M+ impressions across press outlets like UPROXX, iHeartRadio, and Loudwire.