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.
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
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.
“Over the past several years, Creative Guild has provided our company with high quality, strategic marketing and design work. The team is a pleasure to work with; bringing forward creative, innovative and fresh ideas all while remaining focused on our brand’s core values and goals.”
Kristin Leiska, National Marketing Manager, Pita Pit Canada