Luxury hot sauce marketing case study Chilli No.5

Chilli No. 5

Chilli No.5 is a luxury hot sauce company with headquarters based in London and Nice. The company’s sauces come in a selection of globally inspired flavours and are made using the healthiest, most natural ingredients. Each hot sauce is packed with superfoods, antioxidants, and a curated selection of healthy supplements to help users enjoy a healthy lifestyle. Chilli No. 5 offers an inspired selection of gift sets, including gourmet hot sauces, chilli flakes, and oils, guaranteed to delight the most discerning gourmands. 

The results

Relations Publiques, Système CRM, Logo Creation, Pubblicità digitale, Contenu écrit/rédaction, Design, Reels creation

Add to Basket Rate
Conversion Rate
4.8 - 5-Star Trustpilot Reviews
Average Order Value


Relevance’s team of marketing experts worked closely with Chilli No.5 to promote the launch of their new luxury chilli sauce brand. As a start-up, Chilli No.5 required a 360 approach to get its name out there to its target audience – gourmet foodies, condiment connoisseurs, and chilli sauce enthusiasts, focusing on HNW audiences. 


Relevance’s 360 digital marketing strategy involved new branding and visual identity, full-funnel advertising on both Google and social media, as well as content marketing, organic social media, influencer marketing, PR, digital PR, and CRM.
The campaign aimed to drive audiences from awareness and consideration through to conversion.
As a result, the outcomes were spectacular. Since the initial launch, Chilli No.5 reported a 73% sales increase and a 40% revenue increase MOM.
As Chilli No.5 establishes itself in the luxury gastronomy industry, figures are expected to continue to rise.