Marketing: Fly By Jing Collabs Teams with Tovala; Snickers Feeds AI a Candy Bar

Sichuan spice slinger Fly By Jing is bringing its signature chili crisp to smart oven company Tovala’s chef-crafted meal lineup, allowing consumers to customize their spice level.

The lineup includes three new Tovala offerings – Spicy Honey Glazed (available with chicken thighs or pork tenderloin), Ground Pork Dan Dan Noodles with Chili Crisp and Teriyaki Chili Crisp Baby Back Ribs. Each meal comes with an individual packet of Fly By Jing Chili Crisp for customers to add after cooking.

“Chili crisp makes everything better – that’s always been true, and more people are finally catching on. What I love about working with Chef Chrissy and the Tovala team is that they approach food the way I do: with real care for food and a belief that people deserve restaurant-quality flavors at home, without the hassle,” said Jing Gao, founder of Fly By Jing, in a statement.

The Tovala x Fly By Jing meal collection is now available to consumers throughout the continental U.S. through Tovala’s meal subscription service.

Papa Johns Partners with PopUp Bagels

Pizza chain Papa Johns is partnering with PopUp Bagels on a two-part schmear release, starting with Pepperoncini Schmear.

Launched on August 27, the new cream cheese delivers a mix of “pickle-forward zing” and subtle heat, according to PopUp Bagels.

Beginning Sept. 3, consumers will also be able to order Special Garlic Sauce Butter, which features the buttery, savory garlic flavor of the pizza chain’s signature sauce, reimagined for a fresh-from-the-oven bagel.

“The best collaborations start with flavors people already know and love, then give them a reason to experience them differently,” said Adam Goldberg, founder of PopUp Bagels, in a press release. “Papa Johns pepperoncini and Signature Garlic Sauce are instantly recognizable and bringing them into the PopUp Bagels world as schmears was exactly the kind of unexpected combination we love creating.”

To celebrate the collaboration, Pop Up Bagels will be showing up at a Papa Johns in Atlanta on Sept. 3 with complementary bagels and the limited-edition schmears. Fans will also get a first taste of exclusive Papa Johns x PopUp Bagels menu items.

SNICKERS Gives AI a Candy Bar

SNICKERS is extending its long-running “You’re Not You When You’re Hungry” platform into the artificial intelligence (AI) era, reframing chatbot glitches as the latest version of hunger.

In response, the Mars, Inc.-owned brand has launched Hungr.AI, a digital Snickers bar that consumers can “feed” to an AI assistant when it begins to behave strangely, such as by providing inaccurate information or becoming overly agreeable.

“SNICKERS has long been the remedy for out-of-character moments. As generative AI becomes part of everyday life, we’re playfully reinventing the way SNICKERS connects with our fans in today’s culture,” said Ashley Gill, VP of brand and content at Mars, Inc., in a press release.

The campaign is extending the digital campaign into the real world with product trial. Consumers who engage with Hungr.AI through Reddit or Snapchat can receive a free physical Snickers bar delivered via DoorDash while supplies last.

Tillamook Hits Route 66

Tillamook is hitting the road this Labor Day, turning a Route 66 hotel into an immersive experience built around an oversized version of its signature Medium Cheddar Baby Loaf.

The dairy brand has installed the massive replica at the Americana Motor Hotel in Flagstaff, Ariz., as the latest addition to the Route 66 Cheese Trail. Dubbed the “Cheeseside Attraction,” the installation is roughly 32,000 times larger than an actual Baby Loaf and serves as the centerpiece of a broader Tillamook takeover running through Sept. 7.

The activation extends throughout the property, with guests receiving Tillamook Ice Cream Bars at check-in and having access to a limited-time menu featuring the company’s cheese and ice cream.

Mondelez Expands Sports Marketing Play

Mondelēz International is expanding its sports marketing playbook into college athletics, signing sponsorship agreements with five major university programs as it looks to put brands including Oreo, Ritz and Chips Ahoy at the center of game day.

The snack maker will partner with athletic programs at the University of Florida, University of Michigan, University of Southern California, University of Arkansas and University of Texas at Austin. The campaign will also tap student athletes including USC’s JuJu Watkins, Michigan’s Trey McKenney and Olivia Olson, Texas’ Madison Booker and Arkansas’ Jordan Smith Jr., while incorporating year-round fan activations and in-venue branding across sports ranging from football and basketball to baseball and softball.

Mondelez is extending the campaign beyond stadiums with game-day displays at regional retailers including H-E-B, Publix, Walmart, Meijer, Hy-Vee and Albertsons featuring Oreo, Ritz, Chips Ahoy and Ritz Bits.

The news comes just a couple of weeks after the snack maker announced a multi-year partnership with the Kansas City Chiefs to serve as the NFL team’s Official Snacking Partner.

Tabasco Names ‘Chief Ideas Hot Person’

Tabasco is leaning into a viral fan moment with actor Iñaky Godoy, naming the “One Piece” star its first-ever “Chief Hot Ideas Person” as part of a new multi-platform campaign centered on Mexican food and playful cooking.

The partnership grew out of an Instagram post from Godoy earlier this summer, when he shared that he had run out of Tabasco while filming in South Africa. After the brand responded by sending him a box of hot sauce, the social exchange gained traction with fans.

At the center of the campaign is “Chaos Kitchen!” a free, manga-inspired cookbook co-created with Godoy featuring 10 Mexican recipes and illustrations. The activation encourages consumers to embrace the mess of cooking and “dress” their finished dishes with Tabasco, highlighting the brand’s Original Red, Green Pepper and Chipotle sauces.