C.B. POWELL BEGINS TABASCO CAMPAIGN
By Adnews Staff
C.B. Powell of Mississauga is promoting a new line of Tabasco sauce flavours with an advertising campaign created by Cundari Integrated Advertising of Toronto. C.B. Powell is the Canadian distributor of the Tabasco brand. The company originally hired Cundari to work on packaging design. This assignment has now been extended to include advertising work as well. The campaign, called "Does Your Food Crave Flavour," began last month. National magazine advertising in TORO and Chatelaine is being supported with bus wraps in Toronto. The creative depicts food items seeking flavour for themselves. One ad shows a chicken with the lid of a Tabasco bottle under its wing. In another, a lobster claws its way toward a bottle of the sauce. The advertising will run through the summer. The campaign will also move into Quebec later in the season, according to Cundari president Garry Lee. The agency is also working on modified packaging that will comply with new standards requiring nutritional information be visible.