GOODLES × Hot Ones —

GOODLES × Hot Ones — Social Campaign & Creative Concept | Food & CPG

“The Comfort Gauntlet” is a speculative campaign concept I developed around a GOODLES × Hot Ones collaboration, combining the comfort-food appeal of mac and cheese with the escalating heat and challenge culture associated with Hot Ones.

I created a three-level product concept spanning mild, medium and hot, then developed the campaign identity, messaging and social creative around the idea “Creamy. Cheesy. Chaos.” The visual direction combines both brands’ bold personalities while creating a distinct campaign system that could extend across packaging, digital advertising and social media.

My work included:

• campaign strategy and concept development;

• collaboration positioning;

• campaign naming and copywriting;

• product and flavor concepting;

• packaging creative direction;

• social media campaign graphics;

• digital advertising concepts;

• visual storytelling and launch direction.

This is an independent speculative concept and is not affiliated with GOODLES or Hot Ones. Generative AI was used selectively for supporting imagery; the campaign strategy, concepts, messaging, layouts and creative direction are original.