Trick or Heat – Tabasco

TABASCO partnered with Shanghai’s cult fries brand SH4KE for a Halloween 2024 campaign that played on the theme “Trick or Heat! Light Things Up.”

The collaboration pushed TABASCO® Sauce into the spotlight with a mix of cheeky fun and high visibility. Online, brand-led content, KOC pre-launch check-ins, and a wave of organic UGC reached more than 419,000 impressions. Offline, consumers stepped into immersive in-store installations, grabbed co-branded products, and took part in interactive activities.

The response was immediate, with 21,000 participants engaged and all 1,500 limited-edition products snapped up in record time.