Objective

Sponsor the Tacolandia event and extend TABASCO’s influence in Mexican cuisine by building an association with the iconic taco.

Strategic objective

 

Grow presence and raise awareness of the TABASCO® Brand family of flavors’ relevance in Mexican cuisine by leveraging Hispanic market growth —especially millennials—and the general market’s heightened interest.

Execution

 

We decided to showcase the brand’s undying love for tacos while maintaining the essence of what makes TABASCO® a marketing powerhouse. We found no better way to represent the compatibility between the TABASCO® brand and the love for tacos than by integrating it in its own name, TAbasCO.

 Results

 

Attendance increased by 50% compared to the previous year. There were over 4,200 attendees as well as 732 chefs and vendors at the 2015 LA Weekly’s Tacolandia event. In addition, TABASCO® received over 5 million digital impressions and engagement from over 500,000 LA Weekly readers.

5,000,000

Digital impressions

4,200

Attendees

500,000

LA Weekly engaged readers

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Email this to someone