This week, Ad Age’s expanded “Creativity Top 5” series looks at some of the latest innovations in the food and beverage space. Visit our site each Thursday for a new list of niche campaigns from the past month. 

5. T-Pain and Jimmy O. Yang want to help you get cooking

Meal kit service HelloFresh teamed up with an unexpected duo—rapper T-Pain and comedian Jimmy O. Yang—as the two aim to show that they have what it takes to be the next HelloFresh spokesperson. As part of the campaign, HelloFresh customers for a limited time can choose from a variety of recipes the duo developed, with T-Pain leaning into his southern roots and Yang using Asian flavors. The company is looking to reach new customers as summer winds down, kids go back to school and families return to their at-home cooking routines.

Read more about the campaign here

4. Pepsi mixes it up with rum

Ever the challenger, Pepsi is taking on one of the most ingrained bar calls, arguing that rum is better with Pepsi than with Coke. For August, which is National Rum Month, Pepsi is running print and out-of-home ads in select cities that show how cooler-soaked labels of rum brands, including Captain Morgan and Bacardi, reveal hidden Pepsi logos, alongside slogans such as, “Is your rum OK?” and “Finally, the cola your rum has been asking for.” According to Pepsi, 56% of consumers preferred Pepsi as an accompaniment to dark or spiced rums. The brand is also offering customers of the online alcohol merchant Drizly up to $5 off on Pepsi when bought with rum throughout August.

Read more about the campaign here

3. Maker’s Mark breaks with convention

Maker’s Mark is moving away from convention as it courts a global audience. The Beam Suntory-owned bourbon brand launched a new ad—its first from Leo Burnett—that presents an action movie-like compilation of cinematic vignettes showcasing the possibilities that come with breaking with conventional wisdom. The ad, known as “They Say,” similarly breaks the convention of Maker’s Mark bourbon ads, which traditionally feature wheat fields and cocktail bars. After debuting in the U.S. and Canada, “They Say” is headed to Australia, the United Kingdom, Germany, Singapore and South Korea next year.

Read more about the campaign here

2. KFC buries its old fries

When Canada ranks your fries as the lowest in the nation, it’s time for a change. That’s what happened to KFC Canada, and so the brand decided to host a funeral for its old fries. A branded hearse drove around Toronto and the fast-food chain filled a casket with its old fries. KFC’s new fries are “crispy and seasoned enough to satisfy our toughest critics.”

Read more about the campaign here

1. Taco Bell makes good on trademark promise

Earlier this month, Taco Bell announced it would offer customers a free Doritos Locos Taco every Tuesday until Sept. 5. Then on Sept. 12, Taco Bell will partner with DoorDash to set up a $5 million tab to cover a portion of local taco purchases, making Taco Tuesday more accessible to customers at local Mexican spots. The offer comes at the end of a legal tiff between Taco Bell and Taco John’s, which had long held the trademark for the phrase “Taco Tuesday” in every state but New Jersey (where it is still controlled by Gregory's Restaurant & Bar).

Over in the U.K., Taco Bell alluded to an upcoming promo in cheeky out-of-home ads that read, “See you next Tuesday,” which is actually code for a curse word—C(See) U(You) Next Tuesday. The ads point out that it could be defined as a “polite invitation” for a £2 taco and drink, as well as a “discreet method of delivering an offensive slur.”

Read more about the campaign here