MPOSSIBLE was brought in to help create and execute TABASCO events for an agency partner, working directly with the client over a two-year span to create awareness of TABASCO as an ingredient and drive retail sales by Millennials.
The Group of 7 Chefs, individual rockstars in the culinary world in Toronto, were flown to Avery Island to get immersed in everything TABASCO.
An integrated consumer program was created to rally infrequent TABASCO users with the promise of flavour and fun, introduce creative and adventurous dishes featuring TABASCO by the Group of 7 chefs, and create an emotional connection to the brand.
RESULTS: The campaign saw an 18% increase in retail sales off over 5 million impressions, and the event trended at #4 on Twitter.
After the success of the initial event, we were tasked with dialing it up for year two. MPOSSIBLE suggested a TABASCO Hawker Market, and instead of a private influencer event, one that would sell tickets and be open to the public.
RESULTS: The event sold out, with the campaign reaching 5.5 million GTA Millennial foodies, the videos viewed over 550,000 times, and 26,000 people viewed the recipes.
