Tabasco has partnered with Scripps Networks Interactive’s Food Network UK for a sponsorship deal, which will see the hot pepper sauce brand promoted during peak-time programmes.
The deal, negotiated between Sky Media and Maxus, will see 15 second idents for Tabasco shown at the start and end of shows such as Diners, Drive-Ins and Dives, Andy Bates American Street Feasts, and Barefoot Contessa, challenging viewers to ‘Get Your Taste Buds Dancing’. Five second cutdowns will be shown at the start and end of ad breaks.
Created by BDA, the sequences show a series of tongues dancing to a modern interpretation of a Mambo beat.
Annabel McQueen, head of digital revenue UK & EMEA at Scripps Networks, said: “Foodnetwork.co.uk’s high engagement rate ensures that this multi-platform campaign will offer Tabasco the great opportunity to connect with not only our fans online, but viewers as well. Food Network’s peak-time viewer spends just under four hours every week watching in the evening, and when combined with our engaged digital user, we deliver a significant combined audience.”
To extend the activity further, Foodnetwork.co.uk will host a tailored Tabasco hub, featuring hints, tops and recipes.