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Tabasco

Tabasco sauce urges Londoners to fire up their mornings with ‘Brunch’ campaign

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By John Glenday, Reporter

September 29, 2014 | 2 min read

Tabasco has teamed up with Maxus and Say Media to encourage Londoners to acquire a taste for the famous pepper sauce brand as a way to spice up their morning commute.

The ‘Brunch’ campaign encourages use of the condiment during weekend morning meals through a series of press ads, digital displays and sampling at rail terminals for the next fortnight.

Designed to challenge misconceptions that the sauce is all about the heat it adds to dishes the campaign has enlisted food blogger Niamh Shields to rustle up some culinary treats which benefit from the flavour enhancer.

This includes promoting the taste combo of Tabasco and eggs with teams on hand ready to dish out recipe kits to adventurous sorts keen to try something a bit more interesting than porridge or cornflakes.

Claire Fullick, brand manager – Tabasco®, AB World Foods said: “Maxus has created a campaign that leverages the fact that our target audience are highly experimental foodies. The agency has identified breakfast and brunch on the weekends as becoming increasingly popular with this audience and that eggs are the hero food of this occasion. No one currently owns this occasion and it’s a natural fit for Tabasco®. This campaign allows us to speak with our audience in the right places at the right times and encourages them to re-ignite their passion for Tabasco®.”

Nick Thirsk, account manager at Maxus, added: “Using brunch as a meal occasion and eggs as the versatile ingredient enabled us to make it easier for consumers to get their heads around the concept that Tabasco isn’t just about heat. It’s about building a longer term understanding and knowledge of the product rather than the short term sales-led offers which a lot of other FMCG campaigns focus on.”

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