Tabasco pepper sauce is get an on-pack, text and win promotion in May.
Two £1,000 cash prizes will be up for grabs, as well as branded merchandise including baseball caps and t-shirts.
The offer builds on the brand's current consumer press and taxi ad campaign which urges consumers to use the spicy sauce in a range of familiar dishes.
Straplines include Wanted... for cooks who can stand the heat' and Wanted...the sauce that launched a thousand chips'. Another burst of the campaign is planned for autumn.