Tabasco launches brunch campaign with Maxus

Kicking off today and running for 2 weeks at major London stations,the ‘Tabasco brunch’ campaign ,with media bought and planned by Maxus, encourages commuters to use the pepper sauce as an ingredient in weekend morning meals.

The campaign targeted at commuters will spread out over several platforms including;

• Large format digital displays and displays on Underground escalators at major stations including Liverpool Street, Victoria, Euston, Waterloo on Thursdays and Fridays
• Sampling teams at train stations  handing out recipe kits with samples and vouchers to buy Tabasco
• Press ads running in the Evening Standard, Shortlist, and Metro on Thursday through to Friday
• A partnership with Free Rangers Eggs available in Morrisons and Booths and Say Media in partnership between food blogger Niamh Shields, author of blog ‘Eat Like A Girl’,
• A microsite that Say Media will push across its network via MPUs and banners,
• A dedicated ‘tabasco brunch’ tumblr feed,

Claire Fullick, brand manager at Tabasco, AB World Foods said: “Maxus has created a campaign that leverages the fact that our target audience are highly experimental foodies. The agency has identified breakfast and brunch on the weekends as becoming increasingly popular with this audience and that eggs are the hero food of this occasion. No one currently owns this occasion and it’s a natural fit for Tabasco.