Things started off innocently enough between comedian Kyle Kinane and Pace Picante salsa. Way back in January, Kinane took a few digs at their advertising, stating via Twitter that “Pace Picante ads do everything short of calling you a queer for not eating their salsa,” following it up the next day with “”UNLESS YOUR MOUTH IS FULL OF DICKS, YOU SHOULD BE EATING PACE PICANTE-BRAND SALSA” — ad exec’s winning pitch to Pace Picante-brand salsa.” Simple enough, right? Comedians make fun of advertising via Twitter all the time. However, that all changed yesterday when the Pace Picante Twitter favorited the two tweets. Thinking that the Twitter account might be a bot, Kinane Tweeted “I wouldn’t rub Pace Picante-brand salsa on my asshole if my turds came out on fire,” which of course, was instantly favorited by Pace again. After a few more tweets, all of which were favorited by Pace, the brand said they were “experiencing problems with their Twitter account.” And then things really got interesting.
After “Eric” from Pace contacted Kinane via DM to ask if he could delete the Pace Foods related Tweets, Kinane asked for a few cases of Salsa to do so, Tweeting “my friends are getting book deals from Twitter and I’m slow dancing with a robot for a case of free salsa. Everything’s just f**king grand.” Eric responded with the classic line that “our lawyer has informed me that we shouldn’t send you any product. And that blackmail for salsa is still blackmail.” They then reneged, with a “Miles” stating that they were comedy fans and would send him some salsa. However, “Miles” then stated that the brand saw an, “outpouring of negativity and foul language. Let me take a page out of your book and be the first to say That’s bull crap.” “Sharon” then weighed in, stating that Miles had been sent home early.
Kinane demanded to know what had happened to Eric and Miles after being offered more Pace food products by Sharon. After being told by “Erik, er, “Eric” that Miles went home early, Kinane kept demanding to know what happened to the duo. Then “Miles” hacked into the Twitter account, saying “I”m pretty sure they are firing me Monday. can’t fire me, I quit,” with Eric following up stating that he wasn’t fired, but they were changing the Twitter password. This was enough to get Kinane to start a #BringBackMiles hashtag.
Ultimately, Pace took down the account, stating in a series of (now deleted) Tweets “Earlier today there was a glitch in our system which made our Twitter account to like any tweet that mentioned @Pace_Foods, we apologize. And just recently our account was compromised and a few inappropriate things were said. We are sorry, they did not represent @Pace_Foods. If you have been following our issues today, our employee Miles was sent home early, but he is not fired. We love Miles. But once he was home, another emplpyee created a fake account as him to try to get him fired. We will deal with her accordingly tomorrow. The real Miles will be still have his job at @Pace_Foods so do not worry, he appreciates your #BringBackMiles and he is in tears right now. For the time being we think it is necessary to delete our account until we can sort all of this out, we are sorry to air our dirty laundry.”
The winner in all of this is Kinane. His fans were treated to a showdown between a large company that didn’t know how to handle their social media, the battle extended beyond his fan base, and he got free salsa out of the deal. But even Pace wins out of this. While their Twitter is currently disabled, it had under 4,000 followers, and the ridiculous amount of publicity that they garnered from this, even if some of it showed them as inept, definitely got people talking about the brand regardless.
Update: When asked via Twitter by Huffington Post deputy comedy editor Ross Luipold, Pace’s parent company Campbell Soup stated that the account was not authorized, which seems like they’re in damage control mode.
Update #2: Maybe Campbell isn’t damage controlling. According to Kyle Kinane himself, comedian Randy Leidtke was behind all of this and fooled us all stating, “I done been had… I wanted it to be real too.”