Background:

The hot sauce category is dominated by big, established brands like Tabasco who also have a habanero variant. We needed an impactful and different way to stand out and get the chefs and prominent food bloggers to try American Garden Habanero sauce.

 

Brief:

American Garden has a wide range of condiments that are already used by the hospitality industry (restaurants & catering specialists) in the UAE. They wanted to promote their new Habanero hot sauce to their existing customers to drive trial and orders.

 

Solution:

Habanero chili peppers are known to be one of the hottest, and only a tiny drop of Habanero sauce can spice up any dish. So, to promote American Garden's new Habanero sauce, we created a series of 10 miniature books, illustrating stories of minor events, blunders and mistakes that ended up having huge consequences on the world. Each book was created by a different artist. These books and a sample of the new sauce were sent to American Garden's existing customers in the hospitality industry (restaurants & catering specialists) in the UAE as well as Chefs and food bloggers.