Thanx Secret Sauce Campaign

The Thanx Secret Sauce campaign was one of my favorite projects to date: a fun, tongue-in-cheek nod to the restaurant industry. And what can I say? I’m a sucker for puns.

As a marketing team, we developed the “secret sauce” campaign. The idea was to send actual hot sauces advertising our 3 “Secret Sauces:” Integration, Data, and Personalization. We sent the full packages to prospective partner ad agencies (Thanx benefits greatly from an ecosystem of referrals).

I led creative direction and brand design for the campaign, as well as assisting with some upfront audience research. I brought the campaign to life with a spicy identity and vibrant packaging.


The campaign collateral went out to dozens of agencies, and generated meetings with ~30%.


  • Art Direction
  • Branding
  • Strategy