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Amplify's One Chip Challenge takes red-hot spice trend to the extreme Amplify Snack Brands caused a stir with its One Chip Challenge, which dared consumers to film themselves eating a giant tortilla chip made with the world’s hottest chili pepper, according to Food Business News . The campaign saw Amplify's Carolina Reaper Madness Chips sell out in just 30 minutes online — and within days in stores — as consumers rushed to buy the $5 chips, which are individually packaged in coffin-shaped boxes. Amplify's website gained one billion impressions as a result, the company claimed. “Spice is a real thing for people; there are these pepper heads that are all about spice and heat,” Pamela Finer, director of marketing at Amplify Snack Brands, told the business publication. “So we took these insights from consumers and thought of the idea collectively in a room together of, ‘What if we offered the hottest chip ever, and we only offered one?’ The One Chip Challenge has reached a level of success that most companies only dream of, and is just one example of Amplify Snack Brands taking current trends in new and unexpected directions. The company had conducted market research into millennial snacking behaviors, and found a strong trend for spice and heat. By packaging just one mega-spicy chip, the brand aimed to attract adventurous consumers who enjoyed the challenge of spicy peppers. The company also was smart to embrace social media , a tool popular among millennials, to create more attention for the product and the unique campaign. The company has brought other trends into new areas too, such as looking at the demand for grass-fed beef and translating that into grass-fed whey protein for its Oatmega cookies . It has also recently launched SkinnyPop Popcorn Cakes — combining the clean eating image of rice cakes with the surging popularity of popcorn . It seems the success of the One Chip Challenge — as well as its other brands — rests on encouraging creative minds to explore how far they can take a food trend, even if its in potentially wacky-sounding directions. Plenty of other brands have attempted unusual marketing campaigns, including an attack-of-the-giant-vegetables video game to get kids to eat their greens, Jelly Belly’s line of beer-flavored beans to appeal to men, and Watermelon Oreos .
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Bank of Canada's expected rate hike could further cool GTA real estate, experts say Observers expect the central bank to hike its trendsetting rate for the 1st time in 7 years Posted: Jul 07, 2017 5:00 AM ET Last Updated: Jul 07, 2017 12:10 PM ET A sold sign is shown in front of west-end Toronto homes Sunday, April 9, 2017. Most observers expect the Bank of Canada to hike its trendsetting interest rate next week, and some expect it to have an impact on the real estate market in the Greater Golden Horseshoe. (Graeme Roy/The Canadian Press) Average price of Canadian home hit $559,317 in April, up 10% in past year With the latest figures from the Toronto Real Estate Board showing home prices and sales down, would-be sellers and buyers are now wondering how next week's widely expected Bank of Canada rate increase will affect the market. Next Wednesday, Bank of Canada will announce its trend-setting interest rate, and the signals from governor Stephen Poloz are strong enough that economists are nearly unanimous in predicting the rate will rise, likely by 0.25 per cent. Listings way up, sales way down: Toronto's June real estate stats are out It would mark the first increase in seven years. Such a move can't help but have some impact on house prices in the GTA. The question is: how significant will that impact be? A quarter-point increase is "not huge," but would contribute to the real estate slowdown, said Sherry Cooper, chief economist of Dominion Lending Centres. "It was inevitable that rates were going to rise," Cooper said Thursday in an interview with CBC Toronto. "Longer term, the impact will depend on how many more rate hikes and how quickly they happen." She predicts a further bank of Canada rate hike later this year and perhaps three rate hikes in 2018. Lauren Haw, CEO of online mortgage brokerage Zoocasa, headquartered in Toronto (Martin Trainor/CBC) The average price of all homes sold in the Greater Toronto Area in June was $793,915, according to TREB's monthly statistics released Thursday. That's down 13.8 per cent from its peak in April of $920,791. It was April when the Wynne government announced a new tax of 15 per cent on foreigners' purchases of residential real estate in the Greater Golden Horsehoe, an area stretching as far from the GTA as Peterborough, Barrie, Wateloo and Niagara Falls. Observers also point to a sharp increase in listings and tougher requirements to qualify for mortgages as other factors that have helped cool the market. "The benchmark rate going up shouldn't affect the housing market any more severely," Lauren Haw, CEO of Toronto-based online real estate brokerage Zoocasa. Even if the Bank of Canada's move next week pushes mortgage rates up by as much as half a percentage point, "it's still an incredibly inexpensive lending market," Haw said Thursday in an interview with CBC Toronto. Mortgage rates in Canada have been at historical lows since starting to fall after the 2008-2009 recession. Those rates remain "a few more hikes away" from having a substantial impact on home purchasers, said Haw.
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