In a world where marketing to niche audiences is a new key to success, Hamburger Helper has raised the bar again with the release of a full free mixtape available now on Soundcloud. What easily could have been a cleverly placed April Fool’s joke is actually true and I must say it is incredibly and surprisingly lit.

#WATCHTHESTOVE https://t.co/nL2gQQaerv pic.twitter.com/fQAU5KATuq

— Helper (@helper) April 1, 2016

The five-track listing is riddled with trap beats across well-laid bars about burning your lips from hot dishes of beef stroganoff and inviting a plate of cheesy mac to your next “Netflix and Chill” date.

Hamburger Helper is among brands who have figured out a way to reach audiences that are central to the culture and rev up engagement with their company. It didn’t take long for everyone from Black Twitter to PTA moms to sound off their reactions to the #WatchTheGlove mixtape.

The mixtape dropped and no one was prepared.

@helper
IN LOVE WITH THE GLOVE
HAMBURGER HELPER
FEED THE STREETS
🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥🔥 pic.twitter.com/IlU4cvmdBh

— Bryce Bryce Baby (@BHall_31) April 1, 2016

And then you find yourself twerking and milly rocking to songs about cheeseburger macaroni.

"grippin them cheeks and they done. We not accepting no crumbs. it's hamburger helper or none." Yaaaaaaas, @helper! pic.twitter.com/mXkXifF7Ht

— Dreana (@dreanabeana) April 1, 2016

When you listen through it a second, third, and fourth time and your mind still can’t comprehend how these songs are so good.

I am so mad that Hamburger @Helper mixtape is actually fire 😩😩😩😭 pic.twitter.com/UGU2TMQscp

— Matthew A. Cherry (@MatthewACherry) April 1, 2016

When you realize the game has definitely changed up.

How you let hamburger helper put out the best mixtape of 2016 @rappers

— Matthew Mudshark (@Joe_Schmucc) April 1, 2016

Even T-Swift gave it a listen and we all know what happened after that.

Even Taylor bumping that new @Helper #TAYLORvsTREADMILL pic.twitter.com/J2qrU7rxe4

— Fade Wilson (@CBturnedHeel) April 1, 2016

Needless to say, Hamburger Helper is definitely feeding the streets with it’s first venture into the music industry and it goes without saying that I am definitely “In Love With the Glove”.

Have you listened to #WatchTheGlove? What are your thoughts?

.@helper going crazy!!! 🔥🔥🔥🔥 pic.twitter.com/MHB2rGZlDR

— CSG Worldwide (@iAmMrCarson) April 1, 2016

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