American Garden has a wide range of condiments that are already used by the hospitality industry (restaurants & catering specialists) in the UAE. They wanted to promote their new Habanero hot sauce to their existing trade customers to drive trial and orders. The hot sauce category is dominated by big, established brands like Tabasco who also have a habanero variant. We needed an impactful and different way to stand out and get the chefs and prominent food bloggers to try American Garden Habanero sauce.

Habanero chili peppers are known to be one of the hottest, and only a tiny drop of Habanero sauce can spice up any dish. So, to promote American Garden's new Habanero sauce, we created a series of 10 miniature books, illustrating stories of minor events, blunders and mistakes that ended up having huge consequences on the world. Each book was created by a different artist.

These books and a sample of the new sauce were sent to American Garden's existing customers in the hospitality industry (restaurants & catering specialists) in the UAE as well as Chefs and food bloggers.

Staying true to our campaign line that 'a little thing can have a huge impact', not only did 60% of American Garden's trade customers place orders for the new hot sauce, they also referred the brand to other industry peers, and a simple but effective idea created a huge impact on sales.