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The Secrets of Avery Island 

Making TABASCO® part of youth culture in a cool & authentic way using Sponsored and Branded
content across a rich multi—platform network.  

Munchies special documentary - 3x How-To videos - Campaign strategy - Media distribution - Social Activation - Editorial Content 

To make TABASCO® part of youth culture in a cool & authentic way we developed a truly multi—platform approach using both owned and paid channels activating a strategic message through sponsored, branded and social content.   

We produced a tailor-made sponsored episode for MUNCHIES Special diving into the world of TABASCO®. Unearthing the process and life behind the most beloved hot sauce, we ask the people making and serving the sauce what they think of TABASCO®, in a typical VICE way. 

To utilize the search behavior of Millennials we also created 3x 15-30’ ‘how-to’ videos and placed them where they are most needed - as Branded content on Youtube with TABASCO’s® Unexpected Recipes. 

Dishes you’d never expect to taste great with TABASCO®. 

Results & reach 
The campaign premiered in the heart of the millenials food culture with an exclusive dinner with the 100 most influential journalists and tastemakers integrating Tabasco in two of the 6 courses of the dinner.     

1.75 m display impressions                      311k video views                      AH full stock partner

To make TABASCO® part of youth culture in a cool & authentic way we developed a truly multi—platform approach using both owned and paid channels activating a strategic message through sponsored, branded and social content.   

We produced a tailor-made sponsored episode for MUNCHIES Special diving into the world of TABASCO®. Unearthing the process and life behind the most beloved hot sauce, we ask the people making and serving the sauce what they think of TABASCO®, in a typical VICE way. 

To utilize the search behavior of Millennials we also created 3x 15-30’ ‘how-to’ videos and placed them where they are most needed - as Branded content on Youtube with TABASCO’s® Unexpected Recipes. 

Dishes you’d never expect to taste great with TABASCO®. 

Results & reach 
The campaign premiered in the heart of the millenials food culture with an exclusive dinner with the 100 most influential journalists and tastemakers integrating Tabasco in two of the 6 courses of the dinner.     

1.75 m display impressions                      

311k video views                  

Full product range partner X Albert Heijn 

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