Lighter Bites, Bolder Flavour – Tabasco

WPIC helped TABASCO tap into the appetite for lighter eating after Chinese New Year through a collaboration with C’FINE and its sub-brand Bulubulu. Available across 20 stores in Shanghai, Suzhou, Changzhou, and Wuxi, the campaign paired the sauce with lighter dishes to highlight its low calorie and low fat credentials alongside its signature heat.

Miniature TABASCO bottles accompanied qualifying meals, while purchases of two collaboration dishes came with playful branded plush charms. Diners could also share their meals and merchandise on RedNote (Xiaohongshu) for a chance to win prizes. Together, the menu and rewards gave customers a reason to try the sauce, take it home and share their discoveries.