Who says burritos can’t be sexy? To celebrate National Burrito Day, Red’s All Natural just dropped the hottest campaign of the year—literally. Teaming up with lingerie brand Thistle and Spire, and the delightfully unhinged minds at JOAN Studios, Red’s unveiled a limited-edition lingerie line for air fryers. Yes, you read that right.
Welcome to “All Naturelle”—a campaign that turns your humble countertop appliance into the star of its own sultry rom-com.
Set against a velvet curtain and backed by a steamy voiceover, the campaign video treats viewers to a seductive love letter from Red’s to its one true heat source: the air fryer. Clad in sultry lace and sheer mesh, these fryers serve looks while delivering perfectly crisp burritos. It’s weird, it’s hilarious, and it’s 100% viral gold. Watch below:
“Red’s has been the perfect client for our Play Pass model — they’re not afraid to try wild, unexpected ideas,” said Cheri Anderson, Global Chief Production Officer at JOAN Studios.
It’s also the debut of JOAN Studios’ new “Culture Drop”—a subscription-based model for brands to serve up snackable, social-first content engineered for the For You page.
Red’s CEO and founder, Michael Adair called the concept a natural extension of the brand’s quirky DNA. And Thistle and Spire founder Maggie Bacon? She was all in. “I couldn’t help but laugh… Thistle and Spire never shies away from the provocative,” she said.
The campaign even includes inclusive sizing for fryers, proving no appliance gets left behind in this spicy celebration of love, lace, and late-night snacks.
And while some brands shell out millions for A-listers and Super Bowl spots, Red’s shows that sometimes all it takes is a little mesh, a burrito, and a wildly confident concept to break the internet.
Because as the campaign says, if you really love something… you dress it in lace.
CREDITS:
BRAND: Red’s
- Founder: Michael Adair
- Growth Marketing: Angi Rassi
- Marketing: Ben Johnson
- Creative: Kirsten Myers
- Community Manager: Celeste Haberman
- Creative: Matthew Merrifield
- Marketing: Michael Fanuele
AGENCY: JOAN Studios
- Chief Executive Officer: Lisa Clunie
- Chief Creative Officer: Jamie Robinson
- Chief Production Officer: Cheri Anderson
- Client Lead: Stephanie Tanguay
- Client Lead: Kate Chulay
- Strategy Director: Josh Druding
- Creative Lead: Emily Swenson
- Creative Lead: RJ Kosineski
- Producer: Becky Wells
PRODUCTION COMPANY: JOAN Studios
- Director: Eric Larson
- Director of Photography: Sam Tetro
- Production Designer: Andie Rapavy
- Food Stylist: Dana Bonagura
Post Production / VFX: Company 3 New York
Music / Sound: Red Hook Post
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