If you run down a list of brands that understand, appreciate and contribute to the hip-hop community, Hamburger Helper probably wouldn't make the cut.
And that's probably why the brand just dropped a surprisingly good rap album about food for April Fools'.
It's a perfectly confusing stunt to pull. If you listen to the five tracks, which have names like "Feed the Streets" and "In Love With the Glove," it'd be easy to forget that this comes from Hamburger Helper.
— Helper (@helper) April 1, 2016
The beats are solid, even catchy. But then you hear a lyric like, "Hamburger helper/ Eat it all and then we dip/ On the stove so long I burn my lip," and remember that this is the best (or worst, depending on your outlook) form of branded content.
The album, which is called "Watch the Stove," is available on SoundCloud. That page is filled with delightful Easter eggs, like the album description that reads, "Doesn't have to be fancy to be good. Mission: feed the Internet. Trolling lame dinners since 1971." And then there's the parental advisory: "Delicious Content."
So far the reception has been overwhelmingly positive:
— Steph (@KhakiWithACurl) April 1, 2016
I'm not always proud to be an American but today @helper dropped a mixtape talmbout they water whippin
— Randy Savage (@MichealSinclair) April 1, 2016
Yo! Hamburger helper really dropped this dope ass track.
— Queen of Southfield (@JENNontheRocks_) April 1, 2016
Yo @helper GOES HARD IN THIS MIXTAPE
— Papa John 2016 (@asaprockytop) April 1, 2016
when hamburger helper makes a 10/10 mixtape https://t.co/NfHXQq0gUy
— aj cloutier (@ajcloutier) April 1, 2016
"Feed the Streets" Artist: DEQUEXATRON X000 – Bobby Raps and DJ Tiiiiiiiiiip
"Hamburger Helper" Artist: Retro Spectro
"Crazy" Artist: Dwayne Holt (illwin) featuring Theory
"Crazy" Video: Michael Soule, Erich Buenger, Paige Butler, Bouyan Yang, Suzy Walsh
"In Love with the Glove" Artist: Daniel Davis (@itsdandy)
"In Love with the Glove" Video: Jafaar Alnabi, Jasper Farlow, Max Sjoberg, Christian Sundquist
"Food For Your Soul" Artist: GenReal
"Watch the Stove" Cover Art Photographer: Wale Deen Agboola
Mark Skeba: Senior Manager Brand Creative
Amber Benson: Marketing Communications Manager
Ashley Wright: Marketing Partnerships Planner
Liana Miller: Marketing Communications Planner
Robb McNeill: Marketing Communications Planner
Peter Basgen: Marketing Communications Planner
Stefanie Hopwood: Vice President
Chad Parks: Vice President and Senior Media Specialist
Abbye Lakin: Senior Account Executive
Joe Devlin: Associate Digital Strategist
Natalie Blackmond: Account Coordinator
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