Frank’s RedHot Enlists Ludacris for ‘Eat The GOAT’ Super Bowl Campaign

Frank’s RedHot, the McCormick & Company-owned sauce brand, has unveiled its 2026 "Big Game" marketing offensive: a music-driven campaign titled "Eat The GOAT" starring hip-hop legend Chris "Ludacris" Bridges.

The campaign seeks to defend Frank's position as the "#1 hot sauce brand in the world" by capitalising on the dual cultural relevance of the Super Bowl and hip-hop nostalgia. The creative spot blends a high-energy music video format with food styling, positioning the product not just as a condiment, but as the "headliner" of the game day spread.

The campaign concept plays on the ubiquitous sports and music acronym GOAT (Greatest Of All Time). By flipping the term into a literal call to action—"Eat The GOAT"—the brand aims to associate its product with peak performance and status.

The spot features Ludacris hosting a watch party, delivering original verses where recipes for wings and dips are woven into the rhymes. To drive virality and cross-demographic appeal, the ad includes a "rapping goat" character and cameos from early-2000s hip-hop figures Chingy, DJ Infamous, Shawnna, and I-20.

Tabata Gomez, CMO of McCormick & Company, described the strategic intent:

"Frank's RedHot is more than a sauce—it's a flavour anthem that brings people together over mic-dropping food. We're thrilled to team up with Ludacris to turn up the flavour... and inspire fans everywhere to 'Eat The GOAT.'"

Agency Partners and Production

The campaign was developed in partnership with creative agency Colle McVoy, with production handled by ArtClass. The high-production value aims to cut through the cluttered Super Bowl advertising landscape by treating the commercial as a piece of entertainment rather than a traditional product spot.

The Super Bowl Snacking Occasion

The Super Bowl represents the single largest consumption event for the hot sauce and chicken wing categories in the US. Frank's RedHot, historically linked to the invention of the Buffalo wing, utilises this period to reinforce brand loyalty.

By partnering with Ludacris, the brand is leveraging the "nostalgia marketing" trend that has proven effective with Millennial buyers, while the humour and music video format are tailored for social media engagement across platforms like TikTok and Instagram.