Overview
Cry Baby Craig’s is a bold, Minnesota-based hot sauce brand with a devoted fanbase and growing national recognition. To help the brand expand its organic presence, I designed and directed an integrated content strategy focused on creativity, context, and collaboration.
Challenge
The hot sauce market is saturated with brands fighting for attention. Cry Baby Craig’s needed to stand out in an authentic way that engaged its passionate fanbase, while also attracting new audiences without relying heavily on paid ads.
Strategy
I built an organic content strategy around three pillars:
- Creativity – Producing memorable, shareable content that embodied the brand’s playful personality.
- Context – Tapping into cultural moments and local pride to stay relevant and resonant.
- Collaboration – Partnering with like-minded businesses and creators to expand reach and deepen community ties.
A key highlight was a co-branded video ad campaign celebrating Cry Baby Craig’s partnership with Funky Grits at the Minnesota State Fair. The campaign blended humor, food culture, and local pride, driving strong fan engagement and shares.
Execution
- Directed and produced video campaigns that spotlighted Cry Baby Craig’s collaborations and story.
- Launched interactive fan-driven campaigns, encouraging user-generated content and participation.
- Optimized creative for high performance across Instagram, TikTok, and Facebook.
Results
The content strategy translated into measurable growth:
- 300% increase in organic reach across social platforms.
- Fan-driven momentum, with strong UGC and community participation.
- Expanded brand visibility through high-impact collaborations like Funky Grits at the Minnesota State Fair.
Conclusion
By leaning into creativity, cultural context, and collaboration, I helped Cry Baby Craig’s triple its organic reach and strengthen its reputation as not just a hot sauce, but a cultural staple.