HOT CHILI SUMMER CAMPAIGN
Hot Chili Summer: Amplifying Flavor Into a Full Brand World
Challenge
Black Tap, NYC’s home of craft burgers and over-the-top shakes, wanted to launch a seasonal menu in Saudi Arabia. But instead of simply dropping spicy new tenders and wings, the challenge was bigger:
How do you make “spice” a personality, a vibe, and a cultural moment that people want to talk about, share, and wear?
Intervention
When Black Tap challenged us to bring Hot Chili Summer to life, we built more than a campaign, we built a brand world.
Creative Direction
Bold color system with five spice levels, each owning its own Black Tap tone.
Playful slogan + cheeky copy that turned heat into personality.
Branding & Merch
A3 roll-on stickers splashing spicy moods across the space.
A5 sticker pack giveaways with witty, campaign-inspired phrases.
Merch drops (tote bags + tees) so fans could literally wear the vibe.
Menu design built to showcase the heat hierarchy.
Content & Activation
Teaser content to spark curiosity.
Trend-driven reels merging flavor with pop culture.
Authentic, high-energy reactions from the team to show the spice challenge firsthand.
This was branding that didn’t just support a campaign… it amplified it.
Results
Created a memorable seasonal brand world that extended beyond the menu.
Drove buzz and engagement across Instagram through authentic, playful content.
Gave customers a way to take the campaign home; through stickers, merch, and shareable digital content.
Positioned Black Tap not just as a burger spot, but a brand that delivers food, culture, and energy.
Takeaway
Hot Chili Summer wasn’t just a campaign. It was proof that when you build a brand world around a seasonal menu, you don’t just drop items; you create a movement.
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