Banned From Brooklyn…And Everyone Takes A Bite Out Of A Well Timed “Stunt”

It’s so rare that a stunt takes off with intentionality these days, but you have to give a giant high five to Major League Eating, Joey Chestnut, Kobayshi, Nathan’s, Impossible Foods and everyone else who executed this week’s sling of announcements, from endorsements, to “bans” to special events in just three days, garnering worldwide coverage of the thing we love the most…the spectacle.

For those who don’t know, the Nathan’s Fourth of July Hot Dog eating contest banned,   its star stomach, 16-time champion Joey “Jaws” Chestnut was banned for inking a deal with Impossible Foods, the  company that makes plant-based franks, because they recently launched a new marketing campaign specifically targeting meat-eaters.

Then a day later Netflix…amazing!! Jumped on the opportunity to announce their own Labor Day event between Chestnut and his now unretired rival, Takeru Kobayashi…WHAT A COINCEDENCE. WHAT A FAST-MOVING ORGANIZATION…

Or not.

Kyle Pagan, a writer for the popular site Crossing Broad, was the first to get a whiff of a stunt, with a nice piece here on Tuesday, especially after it surfaced that Chestnut has no deal with restrictions over what he can endorse and the “governing body” Major League Eating, admitted they have no such issues with anything people choose to eat competitively.

I tend to agree with young Kyle, who has predicted a mea culpa coming, the conquering hero returning to Coney…or lurking a few blocks away nibbling on some plant dogs…getting extra exposure for an event that is weeks away on a crowded calendar and now has had its window of relevance expanded way beyond the usual few days, whether the champ returns or not. NO ONE LOSES HERE.

Think about the outcomes…a new champion for Nathans to build upon, Chestnut reinvents himself and gets a new show, Impossible Foods gets their ad spend expanded exponentially, others join the narrative, including potentially Page Spiranac if you read this piece, ESPN probably gets more eyeballs on the event, Nathan’s empowers meat eaters to rally around them…and maybe…we love heroes and villains…Joey the victim, the bad boy, the champion, gets a second look and comes back to defend his title.

Now in the best of world’s its rare to see such things dominate global news…but the combo of some quiet news days, the beginning of summer, the love of the unusual, and the harshness of a BAN…not a suspension a ban…hit all the buttons. Was it planned…did it just happen? Doesn’t really matter that much, what matter is the combination drove a great narrative and extended the conversation for all.

What a lovely execution in a world where we think the stunts have gone to pasture or have slipped off the boardwalk and into the ocean. No one got hurt, everyone involved gets involved in a narrative, two brands pick up more awareness, Netflix has a launch for a new event, and the earned media drove it all. Take a bite competitive eating elite, you deserve an extra helping, you one transcended the narrative.