Case Study

Heating things up at Pita Pit with a co-branded Tabasco promotion.

When Pita Pit struck a new partnership with Tabasco, Creative Guild was asked to deliver a spicy launch campaign to bring the partnership to market.

Through the Tabasco partnership, Pita Pit was granted exclusive rights for a limited time to be the first brand in Canada to carry their new Sriracha sauce. The alliance was a great opportunity for Tabasco to build excitement around their new product launch. For Pita Pit, it enabled them to tap into a current food trend and offer a new flavour profile to guests who could take the heat.

It was also a great fit for Pita Pit because the all‑natural ingredients in the Tabasco Sriracha sauce paired perfectly with Pita Pit’s positioning as a healthy alternative to traditional quick service restaurants. Plus, the ability to further personalize your pita by adding a little heat was a great tie‑in to one of Pita Pit’s core brand pillars, ‘Creation Nation’.

Creative Guild worked with Pita Pit to promote the Tabasco partnership both in-store and online, and to develop an online contest that would encourage user‑generated content as a way to increase audience engagement.

Platforms

Print
In-store POS
Social Media
Web
Email Marketing

Our Role

Creative Concept
Art Direction
Copy Writing
Print Design
Digital Assets
Contest Management

Caption contest

4,600

unique entries

Mailing list

100%

membership increase

Problem

Challenge

Creative Guild was asked not only to develop promotional materials for the exclusive launch of the Tabasco Sriracha sauce in Canada but, more importantly, to ensure the campaign would elevate the customer experience, increase engagement and reinforce the “Creation Nation” brand pillar.

Thinking

Strategy & Approach

Creative Guild developed a caption contest that was promoted over Pita Pit’s social channels (Instagram and Facebook) as well as through their website and e-marketing program. The contest showed users a picture of a couple with smoke coming out of their ears and encouraged customers to submit a humorous caption related to the image for a chance to win. The grand prize was a trip to Tabasco’s headquarters in Avery Island, Louisiana for a foodie experience. In addition, hundreds of Tabasco Sriracha bottles were given away nationwide.

To support the brand’s “Creation Nation” platform, Pita Pit fanatics were also invited to submit their own pita recipes using the new Tabasco Sriracha sauce for an additional chance to win.

The digital strategy was further supported by in–store elements, including static signage and animations at locations with digital signage. The in–store POS drove awareness of the exclusive, limited‑time availability of the Tabasco Sriracha sauce and contest, while social content piqued interest and engagement

Result

Final Experience

The contest attracted more than 4,600 entries, which broke the record for the highest level of engagement for any contest Pita Pit Canada has run to date.

Creative Guild was also able to help Pita Pit double the size of its non–loyalty member mailing list from this campaign, adding over 1,500 new members through the contest entries received.