Instead of selling a bag of chips we packaged a single chip, the Paqui Carolina Reaper, in a coffin-shaped box.

We created a website for the Paqui.com/onechipchallenge and sent press kits out that included the product. On October 1, 2016, press kits were sent to individual influencers in the spicy snack category, including publications like Time, Forbes, Buzzfeed, as well as national talks shows like Good Morning America and Jimmy Kimmel Live.

In just 6 weeks, the One Chip Challenge achieved over 700 million earned impressions. The campaign has continued to generate response long after the initial launch. To date the One Chip Challenge has garnered over 900 million earned impressions.