BACKGROUND

It’s common practice for two brands to come together with their signature products to create a new offering for public consumption. What happens when you take one of the world’s most popular hot sauce companies with its lineage of nearly 150 years and pair it with the South’s oldest burger chain? You make history, of course! When TABASCO® (the McIlhenny Company) met The Krystal Company, they had a spicy impact- resulting in a new Fired-Up menu that burned long past a limited-time offer and really did make history. There’s even a museum to prove it. You can check out the TABASCO Museum to see it for yourself. Now, on to the red hot details…  

STRATEGY

Much like the sweet science of boxing, Krystal skillfully served up a one, two, punch with the TABASCO partnership. To kick-up the heat, Krystal started with the Fired-Up menu, a LTO lineup featuring some of the South’s best. A cheese sauce infused with TABASCO Original Red hot sauce heated up the Krystals, Pups, and Chili Cheese Fries in this menu. Then, they followed up this aim at the hearts and stomachs of their fans with a historic move into the TABASCO Museum with a photo art piece. These efforts helped stretch the media coverage and public awareness for these classic brands.

THE HOOK

By partnering with TABASCO for a new menu lineup, Krystal was able to leverage the relationship to enhance their Southern historical heritage. The TABASCO brand carries a rich history and world-wide popularity. The two companies began to heat things up with the Fired-Up menu pairing a cheese infused with TABASCO original red sauce with the brand’s Krystal, Pups, Chili Cheese Fries and more! To keep the fire going, Krystal commissioned an art piece, Southern Squared, which is a 3D lenticular image that showcases the legendary heritage of the brands in a contemporary format. Krystal was the first entity to create an item specifically for display in the TABASCO Museum.  Guests can find the image on display at the TABASCO Museum in Avery Island, Louisiana.

TACTICS

  • Since research was showing that consumers like it hot (food), Krystal played to the public’s cravings and partnered with TABASCO to offer a Fired-Up menu featuring popular Krystal menu items kicked up a notch with cheese sauce infused with TABASCO sauce.
  • Ink Link spread the word on the red hot partnership with two months of media outreach. The LTO was pitched to print media and posted to calendars. NRN even featured the lineup on Menu Tracker, a showcase of new menu items.
The LTO was pitched to print media and posted to calendars. NRN even featured the lineup on Menu Tracker, a showcase of new menu items.
  • We took the history-making efforts on the road and conducted a media tour with Krystal spokespersons.
  • We took the history-making efforts on the road and conducted a media tour with Krystal spokespersons.
  • e gave media, bloggers included, an opportunity to get up close and personal with Krystal and TABASCO, by inviting them to a presentation of Krystal’s contribution to the TABASCO Museum.

RESULTS

The Krystal brand received more than $1 million in ad equivalency from the Summer 2016 partnership with TABASCO. In addition, the TABASCO Museum installation will help drive many more eyeballs on the Krystal brand for years to come.