2015 Winners & Shortlists

The Brief

American Garden has a wide range of condiments and wanted to promote their new Habanero hot sauce to supermarket consumers in the UAE. The hot sauce category is dominated by big, established brands like Tabasco who also have a habanero variant. We needed an impactful way to stand out on the supermarket shelf and get people to try our new sauce.

Describe how the promotion developed from concept to implementation

Habanero chili peppers are known to be one of the hottest, and only a tiny drop of Habanero sauce can spice up any dish. In short, 'a little thing can cause a huge impact'. So, we launched a series of limited edition packaging. The packaging was bottle labels that unrolled into a long strip and told stories of minor events, blunders and mistakes that ended up having huge consequences on the world. There were 10 stories illustrated by different artists, making each bottle label distinctive & striking, and enabling the entire collection to stand out on a busy supermarket shelf.

Describe the success of the promotion with both client and consumer including some quantifiable results

In supermarkets, 1,200 units of the limited edition bottles were sold. People actually spent time in an aisle they normally wizz through and opened the labels to read the stories. Staying true to our campaign line that 'a little thing can have a huge impact', the limited edition bottles flew off the shelves, and a simple but effective idea created a huge impact on sales.

Explain why the method of promotion was most relevant to the product or service

There were 10 stories illustrated by different artists, making each bottle label distinctive & striking, and enabling the entire collection to stand out on a busy supermarket shelf. In a sea of red hot sauce bottles, our Habanero Sauce really stood out on shelf.