97.7 HTZ-FM and Tijuana Tom’s House of Hot Sauce have launched Hot For Peaches, a limited-edition hot sauce developed through a collaborative campaign that brought listeners directly into the creative process. The partnership combined on-air engagement, digital interaction, and hands-on product development to create a sauce shaped by both brands and the HTZ-FM audience.
The collaboration began after Tijuana Tom reached out following an on-air conversation on the Soper & Brown Show about potential merchandise ideas, including a listener suggestion for a hot sauce. The concept quickly moved into development, with both teams refining a custom smokey peach and habanero flavour profile for HTZ Nation.
Listeners were involved throughout. More than 900 name suggestions were submitted through htzfm.com, followed by audience voting to select the final name. Hot For Peaches emerged as the clear winner.
With future partnership opportunities in mind, the campaign was built to strengthen brand awareness and drive sales.
Working with the entire HTZ team on this project has been an absolute pleasure. From on-air talent to the event crew, every single person has been nothing short of excellent. The HTZ team and Tijuana Tom’s see this collaboration as a long-term partnership, and we can’t wait for Southern Ontario to experience what we’ve been tirelessly working on.
Supported by coordinated on-air promotion, social content, and advertising placements across radio and digital, Hot For Peaches saw an immediate response when it went on sale March 2. More than 375 units sold on the first day, with a website conversion rate exceeding 20 percent.
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The partnership demonstrates how radio, digital engagement, and brand collaboration can create something rooted in community participation.
Hot For Peaches is available for a limited time at tijuanatomshouseofhotsauce.com.
