Increased competition from national, regional and niche specialty brands has created a very cluttered and highly competitive Hot Sauce Category.
TABASCO, as the brand that started it all, possesses significantly high awareness but was not translating to sales.
Further, loyalty among younger consumers was increasingly hard earned with shoppers readily exploring the wide variety of brands and flavors available across the total category.
With product quality and a strong flavor story, TABASCO wanted to use shopper activation in a period of high seasonality that would cut through the clutter and attract new users and bring new growth.
Utilizing a heavy up of digital and mobile activations we featured expanded usage occasions to share the flexibility, versatility and variety available from the brand – no matter the season!
We also tapped into the importance of making the holiday personal and reminded our Flavor Seekers there’s no wrong way to holiday with TABASCO.
We drove additional conversation at shelf with load to card coupons and Ibotta offers.
We connected with our target during key holiday-planning moments and offered relevant, inspiring usage occasions.
We positioned TABASCO as a versatile must-have ingredient for special holiday get-togethers.
Digital and mobile gave us discreet targeting capabilities.
Once we engaged shoppers with the TABASCO story, mobile and digital coupons were pushed to incent purchase with targeted offers, giving them a reason to purchase TABASCO over the competition.