Key Takeaways:
- Red's All Natural partnered with Thistle and Spire to debut the world's first lingerie line for air fryers.
- The campaign is equal parts steamy, silly, and smart, turning a simple appliance into a character with its own narrative.
- "All Naturelle" introduces JOAN Studios' "Culture Drop," a subscription-based approach to creating viral, social-first content.
Red's All Natural is heating things up this National Burrito Day — not just in your mouth but on your countertop.
In partnership with lingerie brand Thistle and Spire, Red's launched a limited-edition lingerie line designed specifically for air fryers.
The "All Naturelle" campaign, developed in collaboration with content agency JOAN Studios, is both absurd and steamy.
Featuring sultry lace, sheer mesh, and bold cuts that would make any burrito blush, it celebrates the love story between Red's burritos and the appliance that makes them hot and crispy.
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In a press release, JOAN Studios Global Chief Production Officer Cheri Anderson explained that the campaign is meant to get people talking.
"Red's has been the perfect client for our Play Pass model — they're not afraid to try wild, unexpected ideas. That makes these social and PR plays even more effective."
Red's CEO and Founder Michael Adair chimed in to highlight that the concept is a natural extension of the brand's personality.
Thistle and Spire Founder Maggie Bacon also expressed her surprise at Red's reaching out to partner with the lingerie brand, which she wholeheartedly accepted.
"I couldn't help but laugh as I reviewed their bold and cheeky concept. Thistle and Spire never shies away from the provocative, so I knew we had to be involved."
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"All Naturelle" also marks the first installment of JOAN Studios' new "Culture Drops," a subscription-based, social-first campaign series designed to catch attention and spark conversation.
Red's proves that viral marketing doesn't always mean spending big on celebrities.
Sometimes, it's as simple as making an air fryer wear lingerie and letting the internet do the rest.
The right mix of humor, timing, and absurdity is surely going to help transform this playful stunt into a meme-worthy brand moment.
An Unexpected, Sultry Love Story
The campaign video, launched on National Burrito Day (April 3), features an air fryer dressed in luxe lingerie set against a dramatic red velvet curtain.
A seductive voiceover delivers a steamy love letter to the appliance, recalling the first time it "made hot, fresh, steamy... Red's burritos."
Inclusive sizing for the lingerie-clad fryers adds another layer of intentional design, with the whole campaign built with shareability in mind.
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This is JOAN Studios' first work for Red's since winning the business in late 2024, and the agency has already shown how far creativity can go to bring a brand’s quirky personality to life.
This proves that thinking outside the box is key to elevating a simple product like a burrito into something share-worthy and unforgettable.
Because if you really love something... you dress it in lace.
Earlier this week, many other brands went a little crazy with their own wacky campaigns for April Fools'.
Raising Cane's and IPSY pranked fans with a special "Moisturizing Sauce" co-signed by Cardi B.
