After years of declining sales, the Hamburger Helper brand began to find success on Twitter of all places. Specifically within the realm of Hip Hop culture, the Twitter handle raised eyebrows when they joked “Mixtape dropping soon” with a visual mimicking Drake’s ‘Nothing was the Same’ album art.
About a year later we turned that joke into a reality, shocking the world on April Fools Day with a five song Hip Hop mixtape about Hamburger Helper, sourced from once local budding rapper, now world famous producer Bobby Raps, Social Media Influencer and comedian RetroSpectro, and music students from the McNally Smith School of Music’s Hip Hop program.
With zero paid promotion, over half a billion media impressions were earned along with 250+ media placements, 14 million song plays, #1 trending topic on Twitter (#7 global trend), two Cannes Lion nominations, and two CLIO wins. Helper sales grew by 37% and quarterly sales goal were surpassed by 2 million cases.