The North East doesn’t have much love for Flamin’ Hot. But they do love bagels.
So to entice them, we tapped into a viral social conversation around Flamin’ Hot Cream Cheese – putting our product to the test to see if this unorthodox combo could win over the ultimate North East bagel authority… Jewish Grandmas.

With an assist from another bagel authority, NewYorkNico, we boosted North East sales far beyond our targets.

Creative Direction, Writing by Nick Greenberg
Creative Direction, Art Direction by Chris Greer
Directed by Nema Vand
Created at VaynerMedia