The surging student-loan crisis in the US, which is especially pronounced at HBCUs, presented a dire situation. Seeking to strengthen its bond with college students and address this crisis, Flamin’ Hot launched Flamin’ Hot University (FU). The brief aimed to leverage the brand’s appeal for social good, targeting US college students, particularly within HBCU communities, by offering scholarships funded through merchandise sales. The objectives included raising awareness of the student-loan crisis, engaging consumers in a meaningful cause and driving brand loyalty through social impact.

The idea was to establish Flamin’ Hot University (FU)—a fictional institution tackling a real-world problem. This initiative used the sale of exclusive merchandise, designed and promoted in collaboration with notable personalities like Megan Thee Stallion and Melody Ehsani, to fund scholarships for HBCU students. By creating a direct link between product purchase and social contribution, the “FU” campaign transformed the act of buying into an act of saying “FU” to student-loan debt, positioning Flamin’ Hot as not just a snack brand but a catalyst for change and empowering our audience to take an active role in combating the student-loan crisis.

The strategy involved identifying student-loan debt as a critical issue affecting the brand’s core demographic—college students—and leveraging this for meaningful engagement. By analyzing data on debt levels at HBCUs and understanding the cultural significance of Flamin’ Hot snacks among this audience, the campaign targeted college students and alumni, who can relate to student-loan debt the most. The relevance to the platform was in creating a narrative that resonated on social media, where the target audience is most active. The approach combined celebrity influence with social advocacy and used merchandise sales as a tangible means to contribute to HBCU scholarship funds, directly linking consumer action with social impact.

Launched in September and concluding in November 2023, the “Flamin’ Hot University (FU)”campaign harnessed a digital-first approach, prominently featuring a collaboration with rapper Megan Thee Stallion and designer Melody Ehsani. Aimed at funding scholarships for Texas Southern University students, the initiative centered on selling exclusive merchandise, with proceeds directed toward alleviating student-loan debt.

The execution involved a multichannel online strategy, utilizing a dedicated sales platform, social media buzz and strategic digital advertising to drive engagement and sales. The campaign’s content, amplified by celebrity and influencer partnerships, ensured its visibility across a broad audience, particularly targeting college students and alumni who are passionate about supporting HBCU communities.

Achieving national reach, this targeted yet expansive approach not only highlighted the issue of student-loan debt but also mobilized the community to contribute to a significant cause, effectively transforming promotional activities into a powerful advocacy campaign within a concise two-month time frame.

The project achieved widespread media coverage, generating 4.2 billion total impressions across 607 media placements. The coverage was overwhelmingly positive, with 100% positive or neutral sentiment, and 94% of the coverage featuring Flamin’ Hot as the lead brand. The most significant accomplishment, however, was the establishment of a scholarship fund. This fund has already assisted HBCU students, significantly reducing Black students’ student-loan debt, empowering them and fueling a world where potential knows no debt.