Creating custom target audiences helped Frank's RedHot outdo previous campaign performance.

Some like it hot. Like cayenne pepper hot. Especially many sports fans, who can’t imagine game day without a basket of spicy buffalo wings. With tailgate season fast-approaching, Frank’s RedHot knew they needed something special to reach football devotees and drive website traffic. The secret was in their retargeting sauce: a mix of ad types served to people who’d already connected with their Pins or visited their website. It brought a whole new flavor to their ad campaigns—resulting in more sales and more brand awareness.


lower cost-per-click1


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A Pin showing a plate of Frank’s RedHot buffalo chicken dip, a bottle of their buffalo chicken sauce and the words, “Get the recipe”

Taking it up a notch

The campaign showed game day recipes like buffalo chicken dip and wings, featuring Frank’s RedHot Original Cayenne Pepper Sauce. To start, the team set up interest, keyword and actalikes targeting. Then to top it all off, they created two custom Oracle Data Cloud audiences.

One audience focused on people who’d already bought Frank’s RedHot, using the company’s own data to retarget loyal fans. They created the second audience specifically to find people who’d searched for wings and spicy food in the past—giving Frank’s RedHot a direct path to the Pinners most likely to love their brand.

Results with a kick

A more sophisticated targeting strategy helped the 2019 Frank’s tailgate campaign rush past the brand’s key performance metrics from the previous year. The winning campaign carried Frank’s through the entire football season, and will help the team go for a repeat next time around.

“Pinterest’s sophisticated targeting has allowed us to reach target sports fans from season kickoff to Super Bowl. We also saw strong year-over-year improvements in cost efficiency on Pinterest compared to other channels.”

Alia Kemet
Creative & Digital Strategic Sr. Director, McCormick & Company

Tips for your next campaign

Try these Pinterest best practices to get more out of your ads:

Remember that people start planning on Pinterest long before the actual holiday or life milestone. Start running your seasonal content well ahead of the actual holiday or event to make sure you capture this early intent. 

You can tailor your ad content for different audiences so you’re more likely to capture their interests. For example, people searching for “dip” might be drawn to different ad creative than people searching for “wings.


Frank's RedHot data, 2019