Flamin’ Hot Unleashes Tantalising Campaign with Mexico’s Toughest Spice Critics

Flamin’ Hot presents its new and entertaining campaign that puts the power of spiciness and the flavour of its snacks to the test against the world’s most demanding spicy food critics: Mexicans from all regions of the country.

Because if there's one thing every Mexican knows from the first to the last, it’s the taste of spiciness.

The commercial takes viewers through a series of spontaneous tastings, where participants rate the snacks with the passion and sharp judgment that only a true spicy food critic can have.

“Flamin’ Hot is known for its balanced flavour between tanginess and, most importantly, the right level of heat. For years, we have focused on creating communication based on good humour, aiming to bring enjoyable and laughter-filled moments to our consumers, always considering powerful insights about spiciness. This year was no exception—we know that no matter each person's level of spice tolerance, everyone has an opinion about it, and that makes us all spicy food critics. With that in mind, we created a fun, memorable, and culturally relevant piece that explains what we enjoy while embracing the heat. The famous ‘pica rico’ experience,” says Javier Vieyra, Sr. brand manager of Flamin’ Hot.

“In Mexico, everyone loves and has an opinion about spicy food, so we decided to put people at the heart of the campaign and make them the most demanding critics of Flamin’ Hot,” commented Mariano Gamba and Rodrigo Greco, ECDs of Isla.

With this initiative, Flamin’ Hot® strengthens its position as a leading brand in the world of spice, once again betting on campaigns that connect with consumers through their emotions and traditions.