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Brochures/Catalogues - Business-to-Business


Entrant: Y&R MENA, Dubai

American Garden Habanero Sauce
"Little Books of Big Consequences"

Corporate Name of Client: Global Export Co./American Garden
Agency Account Director: Shaik Shibli
Agency: Y&R MENA, Dubai
Chief Creative Officer: Shahir Zag
Creative Directors: Shahir Zag/Kalpesh Patankar/Ash Chagla
Copywriters: Shahir Zag/Ash Chagla/Guillaume Calmelet
Art Directors: Kalpesh Patankar/Kapil Bhimekar
Agency Producer: Binnu Cherian
Graphic Designers: Shahir Zag/Kalpesh Patankar/Kapil Bhimekar
Illustrators: Sachin Soni/Stefano Marra/Veronica De Fazio/
    Sergey Maidukov/Kuba Kolodziejak
Global Export Co.- Marketing Manager: Alyshia Fazal

Concept/Cultural Reference:
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.
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.
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.
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.