TABASCO® Brand, the legendary hot sauce made by the family-owned McIlhenny Company on Avery Island since 1868, announced today a multi-platform partnership with actor and brand fan Iñaki Godoy on a new side quest in pursuit of culinary gold – flavorful Mexican dishes.

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Iñaki Godoy x TABASCO® Brand

Iñaki Godoy x TABASCO® Brand

Iñaki’s Three-Point Plan:

Introducing Iñaki Godoy as the company’s first-ever Chief Hot Ideas Person (C.H.I.P.), a new C-Suite position created just for him to celebrate the chaos of cooking. Through his three-point business plan, TABASCO® Brand and Iñaki are showing fans that in the kitchen, mess isn’t a mistake – it’s the method:

  1. More Mexican Food. Fill up your plates with tacos, burritos, chilaquiles, and more flavorful Mexican dishes.

  2. More Mess, More Fun. Learn how to have fun in the kitchen by embracing the mess as your method.

  3. Dress Your Mess. You’ve filled your plate, and you’ve made your mess. Now dress it with TABASCO® Sauce and enjoy that added flavor.

Free Manga-Inspired Cookbook:

As part of the collaboration, Iñaki co-created Chaos Kitchen!, a manga-inspired cookbook read right to left featuring 10 Mexican recipes with vivid illustrations that invites readers to dress their mess. Fans can download Chaos Kitchen! today to enjoy fun, easy Mexican recipes at Tabasco.com/dressyourmess.

“TABASCO® Sauce has been my favorite hot sauce for as long as I can remember,” says actor Iñaki Godoy. “Partnering together is a dream come true, and I love that TABASCO® Brand celebrates being fun, somewhat unhinged, and chaotic in the kitchen. I’m excited to step into this new role as the Chief Hot Ideas Person and help fans realize that the best flavor of Mexican dishes comes from trusting the process, one messy, spicy bite at a time.”

From Viral Moment to Campaign:

The partnership began authentically when Godoy posted on Instagram that he’d run out of TABASCO® Sauce while filming in South Africa earlier this summer. TABASCO® Brand responded immediately, shipping a full box of sauce to his door. Fans loved our engagement and asked for a deeper collaboration, sparking inspiration for his new side quest as the C.H.I.P.

“Iñaki Godoy is a brand fan who loves TABASCO® Sauce on Mexican food just as much as we do,” says Kate Neuhaus, Director of Global Marketing at McIlhenny Company, makers of TABASCO® Brand Products. “We’re excited to see fans practice Iñaki’s chaotic cooking style as they make more Mexican food, have fun in the kitchen, and dress their mess with a final dash of TABASCO® Sauce.”

For additional information and recipe inspiration, download the free Chaos Kitchen! cookbook at Tabasco.com/dressyourmess, and watch TABASCO® Brand’s content with Iñaki Godoy on social media at @tabasco on Instagram and @tabascobrand on TikTok.

The TABASCO® Sauce portfolio featured in Chaos Kitchen! – including TABASCO® Original Red Pepper Sauce, TABASCO® Green Pepper Sauce, and TABASCO® Chipotle Pepper Sauce – is available to purchase on Amazon.com.

About McIlhenny Company

Family-owned for more than 158 years, McIlhenny Company produces TABASCO® Brand products, including the legendary TABASCO® Original Red Sauce. A household and restaurant staple around the world, TABASCO® Sauce is produced in Avery Island, Louisiana, sold in more than 195 countries and territories, and labeled in more than 36 languages and dialects.

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