THE HORMEL CHILI CHEESE KEG

Creatives:

Matthew Cermak
Brit Ryan

The Super Bowl is also the Super Bowl of snacking.
After years of wings, pizza, and other snacks eating into Hormel Chili’s Super Bowl snacking dominance, we decided it was time to reclaim the trophy. 

How? The greatest leap in appetizer technology the world has ever seen. The Hormel Chili Cheese Keg. 15 gallons of hot Hormel Chili Cheese, designed with a proprietary adjustable internal heating element, a tap handle in the shape of the iconic Hormel Chili can, and a chili-cheese pump designed to ensure optimal dippage.

Leading up to the Super Bowl, we made the announcement that one of these half-barrels could show up at your doorstep on game-day.
1.27 billion earned media impressions and a few ill-advised keg stands later, and the rest is history.