For the biggest food moment of the year, we asked a simple question: what happens when the queen of “That’s hot” meets the hot sauce that goes on everything?
In the days leading up to the Super Bowl, when millions of Americans are stocking up on wings, dips and party staples, Frank’s RedHot partnered with Paris Hilton for a multiplatform cultural takeover designed to earn attention before kickoff, not compete during it.
Set inside Hilton’s unmistakably pink, glam kitchen, a series of playful recipe videos reimagined game day classics (and unexpected pairings) through her lens of luxury and excess, positioning Frank’s as the ultimate flavor upgrade for any spread.
The idea thrived on tension: an irreverent, everyday hot sauce colliding with a pop culture icon synonymous with glamour. By fully handing over the brand’s voice to Hilton, across her owned channels, Frank’s social platforms, sweepstakes content and media interviews, we created content engineered for sharing, headlines and fandom participation.
Our goals were clear:
To win before kickoff, we had to think like fans. Super Bowl grocery shopping peaks in the week leading up to the game, so instead of investing in in-game noise, we built a PR-first, creator-led plan designed to dominate the stock-up window.
We identified three key levers:
Paris Hilton wasn’t just talent, she was the engine. Her decades-long PR magnetism, cross-generational fandom and signature phrase (“That’s hot”) created a natural, newsworthy bridge to Frank’s RedHot. Our strategy centered on giving her true creative ownership and designing content built to travel across platforms and media.
The execution leaned into contrast. Frank’s bold, irreverent tone collided with Hilton’s hyper-glam aesthetic: pink cookware, crystal accents and caviar-level excess, turning everyday wings and Buffalo chicken dip into culturally shareable moments.
Rather than scripting a rigid endorsement, we let Hilton’s personality lead. The content felt native to her feed while reinforcing the brand’s platform, “I put that s#!t on everything.” This authenticity fueled strong engagement across both brand and creator channels.
Key features included:
The biggest challenge: breaking through Super Bowl saturation without a traditional ad buy. The cultural conversation is crowded, and food brands often blend together. Our solution was to move upstream by owning the pre-game grocery moment and to lean into an unexpected partnership that media couldn’t ignore.
Another challenge was maintaining brand authenticity. Frank’s has a distinct, irreverent voice; partnering with a luxury icon risked feeling off-brand. We solved this by embracing the tension rather than softening it. The juxtaposition was the story, elevating humble game-day foods with unapologetic glamour made the content inherently shareable.
This wasn’t a celebrity cameo. It was a fully integrated, multiplatform creator partnership engineered for earned attention. By surrendering creative control to a cultural icon and activating at the precise moment of purchase intent, we transformed PR from support into the primary growth driver.
Instead of interrupting the Super Bowl conversation, we reshaped it, turning heat into headlines, engagement into participation and participation into measurable sales impact.
The partnership generated more than 7.1 billion earned media impressions, fueled by coverage in top-tier outlets including USA Today, E! News and Access Hollywood. By leading with an unexpected creator collaboration rather than a traditional ad buy, the campaign broke through Super Bowl clutter and positioned Frank’s RedHot at the center of pre-game food conversations.
Across brand and creator channels, the content drove 43.3 million organic social impressions on Frank’s platforms and more than 50 million impressions on Paris Hilton’s channels, with engagement nearing 20%, significantly above industry benchmarks.
The sweepstakes generated 20,000+ fan entries, turning passive viewers into active participants and reinforcing the brand’s “I put that s#!t on everything” platform through user-generated content.
The campaign delivered 1.4 million website sessions to the microsite and over 6,998 hours of social content viewed, demonstrating sustained attention, not just scroll-by views. Most importantly, the activation drove a 50% year-over-year sales increase compared to the previous Big Game period.
We consider this effort a success because it proved that PR-led, creator-powered storytelling can outperform traditional Super Bowl tactics. By activating at the precise moment of purchase intent, we transformed cultural heat into measurable growth, meeting our awareness, engagement and sales objectives simultaneously.
