Clancy's Fancy Hot Sauce

September 8, 2009

Clancy’s Fancy is an Ann Arbor favorite. This locally conceived hot sauce has been famous around Ann Arbor for years, and is on the table of various restaurants in town. We were brought on to develop a strategy and materials to take the brand national.


We dug deep into the history and heritage of the sauce, interviewing its creator and current employees, as well as local fans. It was essential that we bring the best characteristics of the brand to life, capturing the essence of what made it locally popular and expressing this on a national level.



To increase brand awareness nationally, we developed a targeted ad campaign in gourmet distribution publications (print and online). We bolstered local support with outdoor boards in high traffic areas.

We created a website to build on the lore of the brand. The site allows for fans to participate in the culture of the product. We also established an online store. In support of our online efforts, we assisted in the development and rollout of a complete social networking plan.

The brand is gaining major traction on a national level including retail space at Whole Foods. We invite you to try some!