As the UK starts gearing up to what promises to be a truly ‘British’ year, brands across the world are looking for the most appropriate way to celebrate. And, McIlhenny Company, producer of Tabasco® brand Pepper Sauce, the world’s favourite hot sauce is no exception.
Granted a Royal Warrant in 2009, McIlhenny Company (the only American food company to have been awarded this accolade), aims to add real sparkle to the Diamond Jubilee celebrations.
At the beginning of May, McIlhenny Co. will launch a limited Jubilee edition pack and a national on-pack promotion. The iconic pepper sauce will be housed in a red white and blue box – enhanced by diamond artwork. The pack will feature an on-pack promotion, ‘Charlie and The Chocolate Factory’ style, the prize – worth £15,000 – will be presented to the lucky person who finds a white insert under the cap of one of the limited edition bottles! The lucky winner will receive a one carat round brilliant diamond, set by fellow Royal Warrant Holder William & Son of London.
Over half a million of this special limited edition pack are being made and will be on-shelf from May 1st and available for six whole weeks throughout the Jubilee celebrations. Supporting the promotion will be Tabasco Sauce UK’s biggest Facebook giveaway – offering prizes to followers every day from May 1st until June 30th.
Says Louise Keohane, UK brand Manager Tabasco® brand Pepper Sauce “Tabasco® Sauce fans are going to love the limited edition pack, it’s completely different from the familiar red packaging and has a real celebratory feel about it. McIlhenny Company was honoured to have been granted a Royal Warrant and very much wanted to create something special to commemorate The Queen’s Jubilee 2012. We’re delighted to be working with fellow Royal Warrant Holders, William and Son, who have been extremely helpful. These next few months are going to be incredibly exciting for everyone”.