¡Cuidado, amigos! Tia's Hot Sauce is a helluva spicy condiment. Prior to coming to SelfMade, the Tia team had maybe 4 posts live on their Instagram with an emphasis on sales copy. When we took over, I decided to build the copy strategy around the family recipe and heritage roots as much as the brand's commitment to all-natural, non-GMO ingredients. I channeled our client's passionate voice with a character: a very excited, Spanglish-speaking, adorable foodie. It's dad jokes and food puns a-plenty here.