The TABASCO® Pick-Me-Up Café was an integrated, influencer-led campaign driving excitement and trial of TABASCO® Sauce in a popular Christmas food occasion across the UK.
The hot sauce category is on the rise with new entrants driving news. The TABASCO® Brand challenge is to drive relevancy by expanding consideration beyond the existing set of food usages with Millennials and excitement for a cupboard staple in a media landscape filled with new and novelty flavours.
To help TABASCO® Sauce grow market share, Hunter set out to inspire new usage occasions and educate Millennials on how to use the sauce beyond the Bloody Mary at Christmas.
Creating a new campaign in collaboration with UK sandwich maestro Max Halley, owner of Max’s Sandwich Shop, we hijacked the Christmas sandwich conversation and inspired usage of the sauce within a headline generating new remedy for the morning after. Max’s Morning Reviver x TABASCO® Sauce toured the UK in the TABASCO® Pick-Me-Up Café creating disruption and awareness across earned and owned media and an impressive 5% sales increase during December.