Tabasco X MUNCHIES

A cultural partnership

Tabasco noticed hot sauce food culture was getting more and more popular amongst millennials but they were missing out. They wanted to rejuvenate their brand and claim their rightful place in the hot sauce food culture. So we teamed the hot sauce authority in the world up with the millennial food authority in the world. Tabasco X Munchies.

We created a 19 minute Munchies special; Home of Hot Sauce, in which Matty Mathesson dives deep into the home of hot sauce, Louisiana. Although the brand plays a clear role in the video we didn't want to compromise the credibility of the video with hardcore brand statements or product features. Which is why we developed a supporting range of how-to videos with Unexpected Recipes, that we used to surround the main episode with. 

Dishes you never expected to taste great with tabasco and easy to make. We translated these to bumpers, pre-rolls short form videos and banners to surround our 19 minute hero Munchies episode with. This way we could brand the story without handing in on authenticity.

With this campaign we set up a long term partnership for the years to come.

TLDR: A 19min Munchies episode about the hot sauce food culture supported with Unexpected Recipes how-to videos.

MUNCHIES Special: Home of Hotsauce.

Case video