Mexican fast food chain Taco Bell has partnered with celebrity Paris Hilton to promote the comeback of its “Volcano” menu items.
The advertising campaign launched at the end of June and showcases the former reality TV star who popularized the “That’s hot” catchphrase in the mid-2000s.
In the 30-second commercial, Hilton, as a self-professed “Expert on What’s Hot,” fields calls to a hotline, giving callers advice while she chows down on a spicy-hot Volcano Taco.
“Need something spicy? You’ve reached the Volcano Menu Hotline. This is Paris, expert on what’s hot. How may I turn-up the heat for you today?” Hilton says.
The campaign is visible on TikTok and other social media platforms. In a fun twist, the public can also call the brand’s first advice hotline at 1-844-THTS-HOT that features six pre-recorded messages with Hilton’s voice.
“To bring back a trio of options so hot and so Y2K, Taco Bell has called on no other than Paris Hilton to do the honors,” the quick-service restaurant said in a statement.
“Fans will now have the chance to get advice straight from the source of what’s hot and what’s not. Need a little life coaching? Covered. Still wondering if bangs are a good idea? She’ll tell you,” the brand said.
Although the Volcano menu, which includes the Volcano Taco, Double-beef Volcano burrito, and Lava Sauce was discontinued in 2013, Taco Bell said that they brought it back because of public demand.
“We’re always listening to our fans, and the extensive passion and needs of the Volcano fanbase could no longer go unmet,” said Taylor Montgomery, Taco Bell’s U.S. chief marketing officer.
“Taco Bell is always looking to deliver on the surprise factor for fans and build on our reputation of choosing authentic partnerships with those who are already mega-fans. So, to bring the heat for this major campaign, we called on none other than Paris Hilton. Always in-the-know of what’s hot, Paris will help bring back these beloved items of the 2000s that never go out of style.”