Pitch Gets a Little Racy in First Super-Hot Brand Campaign for Tabañero

By Erik Oster 

Pitch launched its first campaign for hot sauce brand Tabañero, entitled “Tabasutra,” which also involves a brand partnership with food and drink blog Foodbeast.

As the name implies, the campaign plays with food porn conventions, riffing on a set of “positions” for the hot sauce in a variety of enticing recipes. A recipe for cheesy breakfast ramen, courtesy of Josh Elkin, for example, employs position number one, “The Dutch Hammer,” in a video complete with extreme food closeups and an adult film-inspired soundtrack.

Other spots in the campaign involve recipes for a bloody mary steak, mussel toast and jalapeño popper burritos. Each of the recipes was developed by a chef or influencer for the brand and, of course, incorporates Tabañero as a key ingredient. The campaign, and the brand’s partnership with Foodbeast, will run through August and also includes a billboard and Tabasutra cookbook being released on August 18.

Agency: Pitch
Creative Director: Josh Paialii
Chief Creative Officer: Michael Kadin
Executive Creative Director: Scott Clark
Senior Art Director: Amy Matheu
Producer: Megan Mondavi