With its long history in foodservice, Texas Pete® has been a top 3 sauce for years. Over time, competitors added to their foodservice selections, so Texas Pete needed to cut through the clutter. The first step to achieving that was introducing the “Sauce Like You Mean It™” campaign (which promotes the brand’s die-hard fan loyalty) to this new audience and then highlighting product specifics such as variety of flavors and sizes. The messaging led foodservice operators to question whether they are meeting their consumer needs if they did not carry Texas Pete.