refuel agency created a sampling opportunity to introduce new TABASCO® pepper sauce flavors to both loyal and potential brand consumers.
refuel agency provided consumers with the opportunity to sample select TABASCO® pepper sauce flavors and observe live cooking demonstrations hosted by well-known celebrity top chefs integrating the various flavors into their signature recipes.
Two distinct sampling models were provided depending on venue:
– A TABASCO® Fixin’s Bar provided samples on saltine crackers and emergency food flavor assistance to those who already purchased food items from the venues current concessions menu.
– A 20’x 20’ kitchen complete with branded canopy, food prep and product sampling/display areas, electric cooktop, refrigeration, overhead cooktop observation mirrors, integrated sound/video systems and more.
Sampling took place at a total of 5 Live Nation Concerts and 5 Food & Wine Festivals. A custom mobile app captured family photos and consumer data in real-time providing instant feedback and results for each event. Photos were shared instantly to consumers Facebook, email and other social networking sites revealing the newly updated TABASCO® brand ID. A sweepstakes component was included. Over 25,000 samples were distributed along with 23,500 retail coupons.