The popular YouTube show Hot Ones has become a cultural phenomenon with its unique premise: celebrities eating progressively hotter chicken wings while answering questions about their life and career. With 14 million subscribers, Hot Ones has garnered an impressive following, attracting brands eager to tap into its vast audience. However, when it comes to partnerships, Hot Ones is highly selective, turning down approximately 50 pitches for every one it accepts.
Brendan Kelly, Senior VP of Brand Partnerships at Hot Ones' parent company, First We Feast, explained that the show carefully considers the types of collaborations it enters into. “People want to experience what celebrities experience,” Kelly said, highlighting that partnerships allow fans to feel closer to the show’s star-studded guests.
Since its debut, Hot Ones has only completed six product partnerships, four of which took place in the last two years. These partnerships have included collaborations with major food brands such as Firehouse Subs, Ragu, Pringles, and Panda Express. The show's ability to create buzz around its limited-edition products has made it a desirable partner for companies looking to gain traction with a wider audience.
While Hot Ones has a varied audience, Kelly emphasized that it is not just about reaching Gen Z. The diverse lineup of guests brings in fans from various demographics, and the show's partnerships are designed to resonate with viewers from all walks of life.
“We don’t have a set playbook for our collaborations, but we focus on brands that resonate with our audience,” Kelly said. The show also looks for partners with scale, ensuring that millions of viewers can experience the product. The success of the collaboration with Panda Express, for instance, led to the return of their limited-time spicy chicken nationwide after strong sales.
The Hot Ones brand has extended beyond just the show itself. Partnerships have included everything from custom sauces and merchandise to product lines, such as a hot pepper vodka with New Amsterdam Vodka and a collaboration with Hot Pockets. Firehouse Subs, for example, launched two sandwiches featuring Hot Ones sauces earlier this year, receiving positive feedback from customers.
While some brand collaborations involve product integration into the show, others allow brands to sponsor episodes or advertise their products to Hot Ones' dedicated viewership. Hot Ones also offers brands the chance to sponsor the show's iconic intro, where the guest and host prepare for the spicy challenge.
Looking ahead, Kelly noted that transparency and collaboration with the right brands are key. Hot Ones aims to build long-term, mutually beneficial relationships with partners, ensuring that both the brand and the show's audience remain satisfied.
As the brand continues to evolve, Hot Ones will undoubtedly remain a major player in the world of branded content and product collaborations, maintaining its place as one of the most influential YouTube shows today.
