Sambal ABC, a dominant leader in the chili sauce category in a country that loves spicy food was suffering from one big problem – people perceived that it wasn’t spicy enough even though the reality was the exact opposite. This is the story of how Sambal ABC developed an ACT centered-around social-media amplification and used it to launch and promote the proof of brand’s ultimate spiciness – the Sambal ABC World’s Spiciest Noodles. They took this dish and launched it at ABC sponsored Ubud Food Festival 2018 (UFF), the largest culinary event in Indonesia where everyone from local and international press to influencers and celebrities are present. The media deployment plan was created with High Reach – High Impact buys to drive social sharability. Market Share of Sambal ABC went up by 120 basis points during the campaign period and the Brand Power increased by 520 basis points. The results showed the impact of the event-based marketing mix on the business. The cherry on top of the cake were the strong digital engagement metrics.