Launched in October 2017 and still going strong, Houshmand's Hazardous Hot Sauce is made by Rowan University President Ali A. Houshmand to support emergency scholarships for Rowan students. All of the marketing, branding, sales and distribution of the sauce are completed by staff and students at Rowan University. Target audiences are diverse, including students, parents, alumni, faculty and staff, neighbors and community groups, media and national foodies.
From the Judges
The judges were in agreement that the intent behind bottling and selling the hot sauce (for student financial support), while a unique take on an important topic, was a small part of the entire campaign’s sentiment, making it a good fit for the category. The entry’s branded items and accompanying digital collateral were well designed and showed the personality behind the product. Most impressive is the earned publicity value for Rowan University that was gained though media coverage and in-person events related to the product launch.
