Winners & Shortlists


Entrant Company BBDO BELGIUM Brussels, BELGIUM
Advertising Agency BBDO BELGIUM Brussels, BELGIUM
Name Company Position
Sebastien De Valck BBDO Belgium Creative Director
Arnaud Pitz BBDO Belgium Creative Director
Jutta Callebaut BBDO Belgium Copywriter And Art Director
Guillaume Janne BBDO Belgium Designer
Stephanie Torfs BBDO Belgium Account Manager
Jan Algoed BBDO Belgium Head Of Digital
Kris Van Den Brandt BBDO Belgium Account Director
Isabel Peeters BBDO Belgium Account Supervisor
Filip Gezel BBDO Belgium Digital Developer
Pegus Apps Mobile Experts
Inneke De Buck Tabasco Belgium Advertiser’s Supervisor

The Brief

Tabasco found out that its customers didn’t always use Tabasco, because apart from spaghetti, they don’t know on which food to use it. Tabasco wanted to increase its brand awareness and show to Belgian young men that pizza and Tabasco is the perfect combination. How we wanted to do this? By making our audience taste it themselves. Young men often order pizza while watching a football match. So for the world cup we created a mobile game called: “Pizzagoal”.

Creative Execution

Tabasco intensifies flavours. The audience needed a little push to try the combination of pizza and Tabasco. The game-aspect of Pizzagoal was the ideal push to have them taste it. The game created a strong link between pizza and Tabasco. Our target group dared each other, showing off the number of Pizzagoals they scored. Most people communicate about football matches via second screen, so the Pizzagoal-app affected our target group rightly. By launching the Pizzagoal-app, Tabasco intervened in the world of youngsters in a pleasant, convenient way. Without immediately dishing up it’s own brand, but by using another good to promote it.

Describe the creative solution to the brief/objective.

We launched a mobile game called: “Pizzagoal”. An app to win free pizza with Tabasco flavour, each time a Pizzagoal was scored during the world cup. A football field consists out of pizza-like shapes: the corners, half circles and center circle. Did a football player score from one of these shapes, directly or by assist? That’s Pizzagoal! Then the participants could win free pizza with Tabasco in the same shape: a quarter, half or whole pizza. They only had to follow the matches live and claim the Pizzagoals via the app. We collaborated with Domino’s to have the pizzas delivered.


Tabasco’s brand awareness went up from 83% to 88%. The number of people finding Tabasco and pizza a perfect combination increased by 12%.