Who Increases Advertising Pages 800%? In This Economy?

Who In Their Right Mind Would Increase Their Advertising 800%?  In This Economy?  In The Restaurant Business?

You’d have to think you were pretty “hot” to get away with that.

Well, they are! Reckitt Benckiser Group has been very hot in 2011.  I just found an article in Bloomberg about retail sales of Frank’s RedHot Sauce.

The Frank’s RedHot Sauce Brand has increased it sales 18% in 2011.    The article references Symphony IRI, and their research showed Frank’s RedHot has overtaken long time champ Tabasco in the Hot & Spicy category.

That growth is also spurring a huge increase in their ad budgets.

Skirting the long time question of which came first, The Chicken or the Egg?  The Chicken Wing Or The Hot Sauce?

The Sales Increases or Ad Budget Increases?

We thought we’d pull out the stats from our Foodservice, Trade Magazine, Advertising category and show you what we found.

Reckitt Benckiser Hot Sauce Advertising Totals

Reckitt Benckiser increased their ad pages in Foodservice magazines 24 pages in 2011.

Most of these other advertisers remained comparatively level.

Heinz jumped in with 4 new pages, from zero in 2010.

While this ad page increase for Reckitt Benckiser Group is significant, they also attribute this there success to some other factors.

Factors like their edgy marketing; “I put that Sh*t on Everything”, and  increasing shelf space at major retail outlets.

Franks’s RedHot Sauce is now available at Sam’s and Costo where restaurant owers can buy it by the gallon, as the Bloomberg article states.

We can tell you that the Condiments/Spices/Flavorings category in Foodservice has seen growth in ad pages over the last two years.

Foodservice Magazine Advertising, Condiments Category

This category seems to be in an overall growth trend and according to the Euromonitor, The North American Spicy Sauce category is expected to increase 6% annually over the next 5 years.

We’ll Be Watching.

Leave a comment below, Thanks

Leave A Comment...