TABASCO® BRAND

When the world’s most well-known sriracha sauce hit a supply chain snag, fans were left scrambling, igniting a wave of online conversation dubbed the #SrirachaShortage. While most saw disruption, HUNTER saw opportunity. We quickly mobilized to position TABASCO Brand’s lesser-known, premium Sriracha Sauce as the flavorful solution for spice lovers everywhere. Leveraging the momentum of a trending cultural moment, we launched SrirachaShortage.com – a real-time product locator that helped fans easily find where to buy TABASCO Sriracha Sauce across the country.
 
To drive discovery, we activated a strategic influencer campaign, partnering with trusted foodie and lifestyle voices who gave authentic, buzzworthy shoutouts to the product. Simultaneously, we secured earned media coverage across key consumer and business outlets, turning curiosity into conversion.