Trending PR Campaigns
Damn That’s Hot
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.
Coverage over time
How this story spread across the media
| Publication | Headline | Date |
|---|---|---|
| thegrocer.co.uk | Tortilla launches Hot Damn Chicken flavour and brings back Ghost Chilli Ranch | Tuesday 22nd September, 2026 |
| eastangliagazette.com | Tortilla Launches Collaboration With Thiccc Sauce for Its Hottest Autumn Yet - The East Anglia Gazette | Tuesday 29th September, 2026 |
| eastangliagazette.com | Tortilla Launches Collaboration With Thiccc Sauce for Its Hottest Autumn Yet - The East Anglia Gazette | Tuesday 29th September, 2026 |
| eastangliagazette.com | Tortilla Launches Collaboration With Thiccc Sauce for Its Hottest Autumn Yet - The East Anglia Gazette | Tuesday 29th September, 2026 |