TABASCO® Brand Names Actor Iñaki Godoy Its First-Ever Chief Hot Ideas Person
The partnership pairs Godoy’s chaotic cooking style with a free manga-inspired Mexican cookbook that shows fans how to dress their mess.
TABASCO® Brand has a new executive. His job is to make a mess. Actor and brand fan Iñaki Godoy has joined TABASCO® Brand as its first-ever Chief Hot Ideas Person (C.H.I.P.), a new C-suite role created just for him. Announced today from Avery Island, Louisiana, the partnership sends Godoy on what TABASCO® Brand is calling a new side quest in pursuit of culinary gold: flavorful Mexican dishes. Starting today, fans can download Godoy’s co-created cookbook, Chaos Kitchen!, for free.
What Is a Chief Hot Ideas Person?
C.H.I.P. is a title built around a simple idea: in the kitchen, mess isn’t a mistake. It’s the method. TABASCO® Brand and Godoy are showing fans what that looks like through his three-point business plan.
1. More Mexican Food comes first. Fill up the plate with tacos, burritos, chilaquiles and more.
2. More Mess, More Fun comes next, a reminder that fun in the kitchen means embracing the mess instead of fighting it.
3. Then comes Dress Your Mess, the campaign’s namesake and its finishing move. Plate’s full. Mess is made. Dress it with TABASCO® Sauce and let the flavor do the rest.
Most cooking advice says slow down, measure carefully, clean as you go. Godoy’s plan throws that out the window. The mess isn’t something to avoid on the way to a finished plate. It’s proof something good is happening. No apron required, just nerve.
From a Viral Instagram Post to a Full Campaign
The partnership didn’t start in a boardroom. It started on a phone screen. While filming in South Africa this summer, Godoy posted on Instagram that he’d run out of TABASCO® Sauce. TABASCO® Brand saw it and responded immediately, shipping a full box of sauce straight to his door. Fans loved the exchange and asked for a deeper collaboration. That response became the spark for Godoy’s new role as C.H.I.P.
“TABASCO® Sauce has been my favorite hot sauce for as long as I can remember,” said 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.”
Inside Chaos Kitchen!
Chaos Kitchen! isn’t a cookbook to sit down and read cover to cover in the traditional sense. It’s a ten-recipe romp through Godoy’s kitchen, built around the same energy that got him this job in the first place. Two things set it apart from the usual glossy cookbook: how it’s put together, and what it’s actually pushing readers to make.
A Manga-Inspired Cookbook, Read Right to Left
Chaos Kitchen! is formatted like manga, read right to left, illustrated throughout with vivid artwork that matches Godoy’s energy. This isn’t a recipe box of straightforward instructions. It’s built to be flipped through and enjoyed as much as cooked from. Manga readers already know how to move fast through a page and read the art as much as the words, and that same instinct carries the recipes here, with visual cues doing some of the work usually left to a numbered list.
10 Recipes, One Finishing Move
Ten Mexican dishes. Tacos, burritos, quesadillas and more. Every one of them finished the same way: a final dash of TABASCO® Sauce. The lineup draws on the brand’s core portfolio, including TABASCO® Original Red Pepper Sauce, TABASCO® Brand Green Pepper Sauce and TABASCO® Brand Chipotle Pepper Sauce, all available now on Amazon. Smoky, bright or slow-building, there’s a sauce built for it.
Why TABASCO® Brand Is Betting on Chaos
For a brand built on one unchanging recipe, chaos might look like a departure. TABASCO® Sauce has always been the thing to add at the end, after the mess is already made, to pull a dish together. Home kitchen counter or restaurant line during a dinner rush, it doesn’t matter. The sauce has never asked anyone to be tidy first.
“Iñaki Godoy is a brand fan who loves TABASCO® Sauce on Mexican food just as much as we do,” said 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.”
Get the Cookbook and Follow Along
Chaos Kitchen! is free to download starting today. Follow along with Godoy’s cooking content at @tabasco on Instagram and @tabascobrand on TikTok, and find the full TABASCO® Sauce lineup at the nearest store. The mess is optional but recommended.