• by Fern Siegel , February 5, 2025

Colle McVoy, the creative agency of record for Frank's RedHot, believes brand disruption happens from the social sidelines of the Super Bowl – without an in-game buy.

That’s the strategy behind the new spot with Paris Hilton.

The digital activation, running across Instagram, Facebook, Pinterest, Reddit, TikTok, YouTube and Snapchat, builds on previous success. Impressions related to organic posts about Frank's numbered over 7 million in 2023 and more than 64 million in 2024.

The agency and brand are hoping for similar success with Hilton, who brings her own style to the current incarnation. There is also a sweepstakes component here. 

“Paris blows the lid off what many would consider typical football party foods, which makes her a superb collaborator for Frank’s RedHot,” Colle McVoy chief creative officer Ciro Sarmiento, told Agency Daily. “Frank’s is always down to invite people to shake up flavor and food pairings. So go get your waffles, ice cream and caviar to sauce up before Sunday.”

The work, shot in Hilton's actual kitchen, including pink chips. It's what Hilton had on hand, and a real-time example of her ability to mesh with the brand.

McCormick & Company own Frank's RedHot.