When launching a CPG collaboration in a crowded market, the traditional PR playbook often relies heavily on basic sample mailers and standard press releases. To launch the new Huer x Frank’s RedHot Spicy Gummy Bears, Vancouver-based Citizen Relations and B.C. confectioner Huer Foods threw out the conventional template.
Instead, they executed "Spice Tooth"—an integrated campaign built specifically around Gen Z and Millennial consumers, leveraging viral creator engines and high-end shock value. Rather than just talking about satisfying a "sweet tooth," the campaign took the idea literally by reimagining it as a "Spice Tooth" (#SpiceToothStatus).
Who's behind the campaign?
- Agencies - Citizen Relations
- Brand - Frank's RedHot (McCormick & Company)
- Brand - Huer FoodsHuer Foods
(click on the link to view the agency's Vendor Directory listing)
Photo Gallery:
(click to enlarge)
The campaign leveraged earned media relations, paid partnerships, influencer activations, and street-level content to turn a product launch into a cultural moment.
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