Tabasco 150Y

The Story:

In 2018, Tabasco celebrated its 150th anniversary with style, hosting a major event at Antwerp’s trendy BBQ hotspot, Black Smoke, to launch its new Diamond Reserve Sauce.

How we did it:

Throughout 2018, we kept the birthday celebrations alive through a series of PR activations.

• Early 2018: Key food influencers and journalists were invited to a real birthday bash in London.
• Autumn 2018: Tabasco brought the party to Antwerp, inviting around 100 carefully selected influencers and journalists.

The Antwerp event was a full-blown birthday celebration featuring:

• Hip bartenders crafting two signature Tabasco cocktails
• A spread of spicy snacks
• Loud, energetic party music
• A festive birthday cake
• The launch of the Diamond Reserve Sauce

Guests could also dive deeper into the Tabasco world through interactive activities with a stamp card:

• Temporary tattoos
• Personalized Tabasco tote bags designed by street artist Studio Bam Bam
• Spicy popcorn tastings
• A mash tasting of the purest peppers

Adding a touch of international prestige, three members of the American Tabasco family attended, resulting in exclusive interviews with Kanaal Z, De Tijd, and De Morgen, generating high-impact media coverage and beautiful feature articles.

The campaign generated impressive PR results, including a full-page feature in Het Nieuwsblad, coverage in all major media outlets, and plenty of buzz across social media.