‘Watch the Stove’ is Fire
By Kristina Monllos

April 1, 2016

If you run down a list of brands that understand, appreciate and contribute to the hip-hop community, Hamburger Helper probably wouldn’t make the cut.

And that’s probably why the brand just dropped a surprisingly good rap album about food for April Fools’.

It’s a perfectly confusing stunt to pull. If you listen to the five tracks, which have names like “Feed the Streets” and “In Love With the Glove,” it’d be easy to forget that this comes from Hamburger Helper.

The beats are solid, even catchy. But then you hear a lyric like, “Hamburger helper/ Eat it all and then we dip/ On the stove so long I burn my lip,” and remember that this is the best (or worst, depending on your outlook) form of branded content.

The album, which is called “Watch the Stove,” is available on SoundCloud. That page is filled with delightful Easter eggs, like the album description that reads, “Doesn’t have to be fancy to be good. Mission: feed the Internet. Trolling lame dinners since 1971.” And then there’s the parental advisory: “Delicious Content.”

So far the reception has been overwhelmingly positive.

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