Habanero chili peppers are known to be one of the hottest in the world, and only a tiny drop of Habanero sauce can spice up any dish. So, to promote American Garden's new Habanero sauce, our campaign dramatized the fact that 'a little thing can have a huge impact'. We brought this to life through a series of stories about minor events, blunders and mistakes that ended up having huge consequences on the world.

To promote American Garden's new Habanero sauce and underline the fact that just a drop is enough to spice up any dish, we dramatized how 'a little thing can have a huge impact' through a collection of posters that started out as small stories, but unraveled great consequences with every fold. With each fold, the posters revealed yet another consequence of a seemingly innocuous initial act or blunder, the final effect being something of epic historical significance. The posters, along with food samples, were distributed at food festivals and were also sent to prominent UAE 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. And just like that, a little thing had a great impact.

American Garden, having not established itself in the Hot Sauce category and facing stiff competition from established brands, needed to make an impact. The strategy identified special execution posters as an effective medium with which to tell our story, dramatize the fact that 'a little thing can have a huge impact', and directly reach our target audience, comprising of American Garden's existing customers in the hospitality industry (restaurants & catering specialists) in the UAE as well as Chefs and food bloggers.

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 customers to drive trial and orders. While American Garden is a popular regional food brand, with its list of best-selling products covering a range of condiments and canned food, its hot sauce still ranks relatively low on the list. Since a large portion of American Garden's sales comes from bulk orders from restaurants, we needed to introduce our new Habanero Sauce in a way that would help us stand out against big name competitors.