But before the campaign could even launch, Ice Spice became the center of a viral altercation inside a competitor's restaurant. The internet exploded. We had a choice: pull back from the partnership or lean into the overwhelming support for Ice Spice and the cultural conversation unfolding around her. We chose the latter, quickly integrating Ice Spice's now-iconic quotes into campaign creative and turning real-time chatter into launch fuel. What began as a product launch became a cultural moment, capped off with a line that pulled no punches: New Spicy Chicken Slaps.