Our Work

Reimagining a spicy destination

With over 160 locations and more opening all the time, Pepper Palace is the nation’s leading retailer of hot sauces, seasonings, spices, and salsas – all of which are handcrafted in their privately-owned commercial kitchen in Sevierville, TN.

Despite a fanbase of core loyalists – heat-loving “chiliheads” – the brand remained mired in a tone and aesthetic that profoundly limited their appeal to a broader audience.

Through brand discovery sessions with key stakeholders, New Heartland Group helped the brand realize that they’re not in the heat business, they’re in the flavor business – and as such should appeal to flavor fanatics of all shapes and sizes.

As agency of record, NHG is leading a rebranding effort to evolve the brand’s look and tone without losing touch with its fun, slightly rebellious roots.

This ongoing effort includes a new brand identity, digital and traditional paid media, a new website, PPC/SEO, content creation, e-comm optimization, merchandising, and a heavy social media presence with a key influencer focus.

new heartland case study pepper palace
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