This summer, avid readers are putting down their beach reads and celeb memoirs for a different genre; Romantasy - famous for its spicy love stories.
Fans on tiktok have taken to rating the spice level of these books on a chili pepper scale from 1 to 5. we brought this scale to life, launching 5 hot sauces varying in heat level to catch the attention of the #booktok community.
we launched our spicy books hot sauce with a video teasing the spice to keep readers asking for more.
forget hot girl summer, we’re having a spicy summer.
in collaboration with melindas hot sauce, the #2 hot sauce brand in the nation, we’re turning up the heat in more ways than one.
from mild to medium, hot, flaming and even burning, we’re looking for the hottest trends and spiciest looks across fashion, beauty, and summertime accessories.
featuring 5 of our favorite romantasy authors, we created custom content to promote the campaign across socials and walmart’s website.
readers and hot sauce lovers alike could shop their favorite books, the hot sauce set and an entire collection of bathing suits, sunscreen and pool floaties to create their idyllic summer reading oasis.
Other promotional placement like pinterest + tiktok and partnerships with hot ones versus + the bright side podcast helped us drop it like it’s hot to shop in more ways than one.
we invited fellow readers, spice lovers and friends of the brand to la’s hottest rooftop to celebrate the official launch of spicy summer and be the first to taste our limited-edition collection of melinda’s hot sauces.
complete with our favorite romantasy novels, customizable merch and an introduction by NYT bestselling author rebecca yarros to give us the nsfw update on her upcoming novel.
@probablyoffreading
@delaneylyneesmith
@shawnacishroeder
@thebooksiveloved
Client: Walmart
shot by kat Borchart
Creative Team:
nikki baker, CCo
travis parr, ECD