Tabasco launches 'Release the Flavour' campaign
Pepper sauce brand Tabasco is looking to broaden its appeal with a new marketing campaign created by Spinnaker.
The agency was hired, after a pitch, "to change people's peceptions of Tabasco" and tell consumers that it is "more than just a hot sauce".
Its response to the brief is the 'Release the Favour with Tabasco' campaign which shows how the sauce can be used to add flavour to a host of everyday recipes.
Consumer press ads have been designed to support "a significant burst" of online activity including media partnerships, online sampling and a social media push.
Louise Keohane, brand manager of Tabasco, said: "We want to liberate Tabasco from the cupboard and allow it to claim its rightful place next to the salt and pepper as a flavour enhancer."