Tabañero and creative agency Pitch are introducing the hot sauce's first brand brand to attract customers in two key regions – Southern California and Florida.
The creative is designed to suggest Tabañero’s products are unlike other hot sauce brands, and that its intense flavors make ‘foodgasms’ possible.
A partnership with culinary blog FOODBEAST includes digital and video content for the web and social media, as well as co-publishing “The Tabasutra” cookbook which will be available on August 18th. The recipes play off the ancient Indian Hindu pleasure tome Kama Sutra and will incorporate various “Tabasutra positions" to hold and use Tabañero hot sauce.
There are also curated recipes from select influencers and popular chefs associated with FOODBEAST, such as The Naughty Fork and Josh Elkin.
The digital and OOH ads feature dark, moody environments paired with bright, sensual food with the hot sauce bottle front and center. The brand itself wanted to position itself as fun and a little provocative, so the campaign relays that same message.
Last year, Tabañero revamped two of its signature products to support the seventh season of AMC's The Walking Dead with limited-edition packaging.