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Content Spotlight: Hamburger Helper Just Won Content

Content Spotlight: Hamburger Helper Just Won Content

hh_fire.pngContent will never be the same.

"Hamburger Helper eat it all then we dip/It's been on the stove so long might burn my lip." β€” "Hamburger Helper" produced by Retro Spectro

Whether your lip is burned or not, it's impossible to deny that Hamburger Helper's recently released mixtape, "Watch the Stove," is "fire."

You might be wondering, "Is Betty Crocker cooking with a pot or smoking it?" But using TweetReach, we can see that the album's singular release is generating major buzz.

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If those 208,214 impressions aren't enough to jumpstart salivation, consider the cheesy, creamy flavor of the brand's cheeseburger macaroni iteration or that those impressions reached 171,395 accounts. That's 171,395 potential customers for a brand that was only followed by 25,900 people before the content's release.

This is simply remarkable. One singular piece of content is doing the work of an entire campaign.

Mind you, this content wasn't without foresight. In an interview with the Los Angeles Times, Liana Miller, the marketing communications planner for Hamburger Helper, described it as a local project. In fact, the artist chosen to lead the project, Taylor Madrigal, grew up down the street from where Hamburger Helper's products are produced in Minneapolis.

"We chose to feature artists that were representative of our consumers," Miller said.

According to Madrigal, that's why he accepted the invitation to get involved. "It's all Minnesota, local culture, local everything."

Simply, wow. A major brand contracts local talent to create a low-cost mixtape about noodles that generates tens of thousands of brand interactions. Low budget and big results β€” this is virality at its finest.

But two things should be noted:

  • Content marketers know better than to strategize for virality β€” it cannot be predicted.
  • Despite more than half of marketers increasing content marketing budgets, they still struggle to break through the clutter.

Forget noodles and ground beef; we have an appetite for leads. And while this tactic plays differently in a B2C marketplace than B2B, it speaks to the efficacy of branded content presented in unconventional packages. The clutter is real, and industry disruptors like Hamburger Helper are reaping the benefits from taking a chance.

The Knowledge Bank has previously discussed brands' entries into publications and other non-native spaces, but this one takes the cake β€” or, dare I say, dinner?

However you decide to take a chance on content, tracking analytics will show you what's working. Download your customizable template below:

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About Kyle Gunby

When it comes to ideation, I love my 4th, 5th, and 6th thoughts. The first three are often contrived. Improvisational comedy is my art, Nelson Mandela is my hero, and Zooey Deschanel is my love.

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