The goal of this campaign is to promote Just Born’s Hot Tamales line. The main target audience was 13-35 years old and relies heavily on social engagement through Instagram. The creative concept was to create a fun puppet mascot, Alfred, that promotes the strong cinnamon flavor of Hot Tamales by loving all things that are hot. All imagery is red to create the warm world that Alfred lives in. A series of stop-motion videos accompany OOH advertising, an instagram profile, and print ads.