Turn Up the Heat: Black Tap’s Hot Chili Summer in Saudi Arabia

Black Tap’s NYC Attitude, Now Spicing Up KSA
Black Tap—New York City’s iconic craft burger and CrazyShake® hotspot—has built its name on bold flavors, vibrant visuals, and a culture of playful chaos. To launch a limited-edition spicy summer menu in Saudi Arabia, the challenge was clear: create more than a menu drop. We needed a campaign that felt like summer in Riyadh.
The Brief: Make Heat a Whole Mood
Instead of simply announcing chili-loaded items, Blue Hat set out to turn “heat” into a full brand world across every touchpoint; digital, physical, and emotional. The goal: drive foot traffic, spark conversation, and deliver an experience that was loud, colorful, and unmistakably Black Tap, while staying rooted in Saudi culture.
Igniting the Campaign
Our creative direction combined spice-coded visuals, playful copy, and interactive moments that turned the chili challenge into pure fun:
Visual System & Color Coding – Each spice level owned its own Black Tap color tone.
Roll-On Stickers – A3 stickers brought five distinct spicy moods to life.
Sticker Packs – Cheeky A5 giveaways became instant collectibles.
Merch Drops – Limited tote bags and tees let fans wear the vibe.
Menu Design – A fresh, fiery layout kept the Hot Chili Summer items front and center.
Digital Heatwave
The in-store buzz spilled online with teaser content, countdowns, and trend-driven reels blending flavor and pop culture. Authentic team reactions captured first-bite spice challenges, while interactive stories featured polls, spice-level picks, and fan shoutouts. A custom Spotify playlist kept the heat alive beyond the restaurant.
From Chili Cravings to Brand Love
Saudi summers are famously hot; perfect for a spicy takeover. Rather than shy away, Black Tap celebrated the heat with a playful, immersive setup that turned every post, sticker, and bite into a badge of participation.
Hot Chili Summer proved that when strategy, creativity, and culture collide, a seasonal campaign can live far beyond the menu, transforming a limited drop into the flavor of the season.