We tapped into the GenZ community on BookTok and celebrated their love of “Spicy Books” with Walmart’s hottest summer campaign yet. Spicy Summer launched with a hot sauce designed for the BookTok community in partnership with Melinda’s Hot Sauce. There was a heat level for all 5 chili peppers on the BookTok chili pepper scale. 🌶️🌶️🌶️🌶️🌶️
The campaign also featured a shoppable collection curated around the books featured in the campaign like ACOTAR and Fourth Wing, as well as digital integrations with Hot Ones during the Billie Eilish and Finneas episode, a Spicy Summer Playlist on Spotify perfect for reading by the beach or pool, and a BookTok creator program and launch party.
