TABASCO® Brand

HUNTER had been planning a TikTok debut for our client TABASCO® Brand for later in the year, but a “lightning strike” moment arose when Gen-Z consumer @Bwift13 posted a light-hearted video trying to fill a mini bottle of TABASCO® Sauce using a competitor’s sauce, unexpectedly capturing the attention of hundreds of thousands of viewers on the platform. As her views soared to the millions, our HUNTER community managers saw an opening to gain attention and good f(l)avor among the Gen Z demographic while also stoking the flames of the budding #hotsaucewars. Our launch efforts on TikTok all funneled through Bridget, leaving her in the driver’s seat as chief content creator and the team shifted focus to surprising and delighting her and others through community management while bridging the gap between TikTok and other social channels. On and offline PR efforts ranged from changing all TABASCO® Brand social channels to #TeamBridget branding, to sending Bridget her very own pepper plant from Avery Island. In just over two weeks, engaging in Bridget’s #HotSauceJourney provided TABASCO® Brand with a large, engaged and organically achieved follower base for a TikTok launch that has taken other CPG brands months to achieve.