A rooster logo so recognizable fans named the sauce after it
The rooster on Huy Fong’s sriracha marks founder David Tran’s birth year, and fans know the green-capped bottle simply as “rooster sauce.”
The branding lesson
Huy Fong Foods is named after the freighter that carried David Tran out of Vietnam in 1978, and the rooster on its sriracha bottle stands for his birth in the Chinese year of the rooster. The brand has grown without spending on advertising, so the rooster and the green cap do the selling, and fans call it “rooster sauce.”
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The psych of why it works
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- Brand
- Huy Fong Foods · Visit Huy Fong Foods
- Image
- Steven Depolo · CC BY 2.0
- Industry
- Food and drink
