Cholula Hot Sauce named Vice agency Virtue as its lead creative shop following a review, and tasked it with leading strategic and creative development for the brand’s marketing efforts across North America.

The client-led review process lasted around two months and included four or five agencies in total, according to a source with knowledge of the process.

“When we sought out to find an agency partner, Virtue’s breakthrough strategy and creative really stood out to us, hitting the nail on the head for the brand. But since then, we’ve been even more impressed with their ability to pivot and adjust with us so quickly, providing creative solutions to our evolving business objectives during this global crisis,” Cholula Food Company CMO Miguel Leal said in a statement.

Read more at Agency Spy: https://www.adweek.com/agencyspy/vices-virtue-wins-lead-creative-duties-for-cholula-launches-celeb-filled-tacothon/164629/