#FOOD: FRANK’S REDHOT NEW “EAT THE GOAT” BIG GAME CAMPAIGN WITH LUDACRIS

Frank’s RedHot is the #1 hot sauce brand in the world* and its turning the Big Game into a full-blown flavour showcase with “Eat The GOAT,” a new campaign starring hip-hop legend Chris “Ludacris” Bridges. The spot blends beats, heat, and humour in a way only Frank’s RedHot can—where the GOAT of hot sauce meets one of hip-hop’s GOATs to prove that flavour always headlines the show.

“Eat The GOAT” takes the most iconic acronym in hip-hop and sports culture (Greatest Of All Time) and flips it into something fans can actually do: eat it. The creative drops fans into a high-energy watch party hosted by Ludacris, featuring a surprise cameo from party guest Chingy alongside DJ Infamous, Shawnna, and I-20, plus an unexpected rapping goat that takes over the spot’s playful misdirection as the life of the party.

In the campaign’s original raps, recipes turn into rhymes, dropping lines about saucy wings, cheesy dips, and the perfect flavour-to-heat ratio that only the GOAT delivers. Each verse celebrates the way Frank’s turns up everyday eats. From a fridge stocked with Frank’s to wings spinning on turntables and an over-the-top spread of game day favourites, the creative captures how fans celebrate: packed living rooms, stacked plates, and food that hits as hard as the hype when The GOAT of hot sauce is in the house.

“Frank’s RedHot is more than a sauce—it’s a flavour anthem that brings people together over mic-dropping food,” said Tabata Gomez, CMO of McCormick & Company, Inc. “We’re thrilled to team up with Ludacris to turn up the flavour with Frank’s RedHot and inspire fans everywhere to ‘Eat The GOAT.’”

“Timeless flavour, timeless flow,” added Ludacris. “When something’s been the GOAT this long, you don’t just taste it – you feel it. I’m excited to partner with Frank’s RedHot to revel in shared GOAT status.”

Frank’s RedHot is also turning up the heat with two new sauces. Designed to help fans mix things up without losing beloved classics, Canadians can find these flavours nationwide in the coming weeks.

Frank’s RedHot® Mango Habanero Wing Sauce: Mango purée and habanero join forces for a perfectly balanced blend of sweet flavour and fiery heat.

Frank’s RedHot® Kickin’ Chicken Thick Sauce: The perfect mix of flavour, heat, and thickness — a bold twist on the original “Put that $#!T on everything” sauce.
In addition, according to new game day eats data, fans across Canada aren’t just watching football — they’re spicing thing up by turning game day into a culinary event. The survey reveals that:

Ontarians lead the pack of heat tolerance at 24%, followed by Quebecers at 12%

More than one‑third of Canadians say “polite but spicy” is the ideal heat level

Albertans top the list of heat‑seekers, with 20% preferring “surprisingly hot”

59% call double dipping the ultimate party foul, yet 41% admit to double‑dipping

Fans can watch the creative via @FranksRedHot and follow along for more flavour inspiration rolling out through Big Game weekend. For more info, visit FranksRedHot.com and follow @Ludacris. “Eat The GOAT” was developed in partnership with creative agency Colle McVoy, with production by ArtClass.