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Top 10 Campaign in Retail · September 2026
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Top 10 Campaign
Retail · September 2026

Damn That’s Hot

PR Campaign
Tuesday 22nd September, 2026

Tortilla partnered with Leeds hot sauce brand Thiccc Sauce to launch Hot Damn Chicken, combining Tortilla’s chicken with a triple-ghost-chilli glaze. It also revived its Ghost Chilli Ranch and paired both fiery additions in a new Damn That’s Hot burrito and bowl, turning extreme heat into the hook.

Why it worked: It sold a simple tension—fear versus bragging rights—backed by a named indie collaborator and extreme-heat specifics (triple ghost chillies).

The lesson: Consider pairing a mainstream product with a cult maker and an “are-you-brave-enough?” variant, quantified by eyebrow-raising, countable extremes.

Tortilla Thiccc Sauce
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Every day, brands launch PR campaigns and the media covers them. We scan lots of different news sources and use AI to spot the campaigns behind the stories, and show you which ones are getting the most traction right now. Think of it as a live leaderboard of what's working in PR.

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