Burn Rate is a limited-edition hot sauce created by Runway—an FP&A platform for fast-growing companies. The campaign set out to rethink B2B merch, which often feels predictable and uninspired. We wanted to make something that would actually resonate with our audience—finance leaders. Since “burn rate” is what keeps them up at night, we turned the concept into something literal: a hot sauce. Each bottle comes wrapped in a real $100 bill, applied with museum-grade, reversible adhesive. The bills remain fully intact and fit for circulation, satisfying both design intent and legal requirements.