When it comes to Millennial and Gen Z cuisine, spicy is hot right now and Philadelphia is looking to capitalize on that fact with the launch of a new, limited edition product.
Called “A Little Taste of Hell,” the spread is packed with the heat of ghost peppers, and the Kraft Heinz brand has enlisted creative agency Rethink to help promote it in a campaign that includes OLV and social content across Instagram and Facebook, as well as earned media, influencer sampling and a partnership with TikTok creator Celina Spooky Boo.
The product is exclusively available to order through Uber Eats in Toronto, where it will debut for purchase on Friday. The product comes with an accompanying waiver and protective hand coverings, further cementing the gimmick already established by the fact it is likely the hottest cream cheese in the country.
“As a consumer-obsessed leader in the cream cheese category, Philly is always looking for new ways to approach trends and engage our fans with the brand’s unique, sensorial experience,” explains Keenan White, senior brand manager for Philadelphia Cream Cheese. “Philly is always looking for new ways to engage our consumers through innovation. Knowing younger audiences crave bold, spicy flavours, we’re looking to connect with these consumers through ‘A Little Taste of Hell’ and provide them with a new and surprising way to share the rich experience that Philly has to offer.”
The effort builds on last year’s “Taste of Heaven” push, which was also heavily focused on social and a younger demographic. That campaign culminated in an experiential execution at Toronto’s Metrocentre.
“We put creativity and culture at the forefront by inviting the first human to heaven with our ‘Taste of Heaven’ campaign, and then brought heaven to earth through our interactive ‘Stairway to Heaven’ execution,” notes White. “A Little Taste of Hell builds on this modern approach and expands on Philly’s goal of sparking conversation, while strengthening our bond with adventurous spice lovers.”
For this campaign, Carat handled media and Middle Child handled PR and influencers.
