AB World Foods’ iconic Tabasco sauce launched #BestoftheBrunch with Spinnaker to help boost engagement. Spinnaker discuss the campaign

The Challenge

Tabasco is an iconic brand with high awareness but low penetration. We wanted to associate Tabasco with everyday food types and occasions.

The Strategy

Social listening showed the popularity of the brunch occasion and #BestoftheBrunch was conceived.

Execution

#BestoftheBrunch is an integrated platform that celebrated all that is great about brunch. From where to brunch, recipes, coffee & cocktails, Tabasco® had stories and opinions. The brand participated in both online conversations and offline events in order to build credibility, authenticity and relationships.

The Results

Engagement rates were over 10 per cent with a cost-per-impression of just 15 pence and cost-per-engagement of 34 pence. The campaign recorded a reach of three million and was accompanied by an impressive sales uplift over the campaign period.