Melinda’s Hot Sauce Taps Luckie For Brand and Channel Marketing Support

ATLANTA and BIRMINGHAM, Aug. 17, 2020 – Marketing solutions firm Luckie & Company is adding some heat to the agency’s growing roster of clients.


Melinda’s Hot Sauce has retained Luckie as its agency of record to manage corporate brand strategy and product positioning, creative, digital and media for the company’s existing product lines and future product launches.


Based in Irving, Texas, Melinda’s is the fastest-growing hot sauce brand in the U.S., offering an array of bottled hot sauce flavors as well as wing sauces, simmer sauces, chips and dried fruits, condiments, and preserves globally inspired by recipes of Central and South America, the Caribbean, Africa, Asia, Europe and India.


“Luckie did a great job of thinking about our brand and giving us a platform for growth. They’re also a partner that can help us think creatively about expansion options and generating consumer trial,” said David Figueroa, Melinda’s co-founder and head of marketing. “We may be a 30-year-old brand but we’re growing like a hot startup so we appreciate the focus Luckie has on data analytics and intelligence that will help us grow even faster and support our retailers.”


Luckie has decades of experience marketing brands in the consumer packaged goods category, using data and advanced analytics to help companies win shelf space and drive consumer purchase. Over the years, the agency has developed integrated programs to increase trial and brand preference for McKee Foods (Little Debbie brands), Brummel & Brown, Le Sueur vegetables, Brown-Forman spirits, Tender & True pet foods and others.


“Melinda’s is an ideal partner for Luckie, and we’re proud to represent them. Not only are they a fast-growing brand in a hot category, but they’re also, like us, a family-run business that has progressive views about how to leverage data and business intelligence,” said John Gardner, president of Luckie. “Melinda’s has so many great stories to share, we’re excited to bring those to life in ways that are unique to the category.”


Brothers Greg and David Figueroa launched what is now Melinda’s Foods in 1989 in New Orleans. Based on customer feedback, Melinda’s ranks its products on a heat scale from hot “X” to “XXXX” habanero. Unique to the category, Melinda’s doesn’t focus solely on “heat” but rather a combination of heat and flavor that makes their offerings ideal for a wide variety of consumers and foods.


About Melinda’s Hot Sauce

Launched in 1989, Melinda’s Hot Sauce is the fastest-growing hot sauce brand, available at thousands of retail outlets nationwide including Kroger, Whole Foods Market, Albertsons, Walmart, Publix Super Markets, Food Lion, Tom Thumb and H-E-B. The privately held company offers a growing line of sauces, condiments and snacks blending flavors inspired by Central and South American, Caribbean, African, European and East Indian recipes, with headquarters in the Dallas suburb of Irving, Texas. For more flavor, visit Melindas.com.


About Luckie

Luckie is a fiercely independent, digitally driven ad agency focused at the intersection of advanced analytics, breakthrough creative and technical innovation. Luckie’s data-first approach drives results for some of the top brands in healthcare, travel and tourism, consumer packaged goods, and financial services including GlaxoSmithKline, Regions Bank, Little Debbie, Express Oil Change and Panama City Beach. Privately owned for more the six decades, Luckie is one of the top advertising agencies in the South, with offices in Birmingham, Atlanta and Raleigh.