We had one mission: to create a campaign to show customers that when you embrace hot & spicy feel you can and will ‘Stay Blazin’. 

This was a full campaign build—from concept to launch. So, we looked around the category to understand the competition. The lovers of spicy food know it’s power for the outsiders though it seems just an excruciating experience with no benefit, at all. We started asking: what’s the coolest thing about spicy food?