April 2, 2016


Hamburger Helper Dropped a Rap Album for April Fools' and It's Fire: Listen

April Fools' Day is the absolute worst day to exist as a creature of the Internet. What was once an excuse to clown on your friends has shifted into a series of fake stories too good to be true and an overwhelming amount of awful #content from #brands trying to go viral.

But Hamburger Helper defied the odds today, attempting one of the boldest pieces of marketing I can remember: They made a rap album, called it Watch the Stove, and put it up on Soundcloud.

And the craziest part about it is, it actually freaking bumps.

Did you listen to it? Seriously did you?

Wasn't that wild?!? Like, damn, those are actual beats. Plus the flow is solid, and the lyrics are better than any Betty Crocker–centric rhymes imaginable.

But it's not just the songs that are impressive. Hamburger Helper's Twitter presence has been strikingly on point for the last 36 hours or so, making in-jokes and references you'd usually think well beyond the realm of corporate higher-ups.

This is a solid tweet. It goes beyond the base level effort you would imagine other brands putting forth as they attempt to attach themselves to Yeezy fever. Just thinking about the idea of Papa John's trying out #TheLifeOfPizza or "IMA FIX STUFFED CRUST" has my eyes rolling. 

But somehow, Hamburger Helper pulled this off, leaving me with a pleasant, lingering thought of their product, not a bubbling anger at another sad attempt to appeal to millennials.

I can't even begin to think of how many ways this plan could've gone wrong. On paper, it's one of the worst ideas I've ever heard. I like to think of myself as a creatively open person, but whoever pitched and accepted this idea from within the Hamburger Helper PR department is apparently way ahead of the curve.

Don't get me wrong, this is still viral marketing created for the sole purpose of generating impressive amounts of free advertising in the form of retweets and articles just like the one you're currently reading. And sure, it is entirely possible, maybe even likely that the success of this campaign will lead to an excruciating amount of dinner supplement–centric mixtapes in the coming months.

But if living in 2016 means we will always exist in a world of "brands saying bae," Hamburger Helper has just shown us best possible version of that reality. Enjoy it now before we're all tired of it in six days.

You can listen to the entire record above, and watch the video for "Crazy," which appears to be the first single off Watch the Stove, below. Yeah, they actually made a video.