That’s the warning viewers get before seeing a little more than a minute of burning foil, an exploding egg, juice-spewing fruit, bubbling soap, a shattering champagne bottle, and other mayhem, all caused by a microwave in a YouTube video from Moe’s Southwest Grill.
The message? “Microwaves ruin everything,” and Moe’s doesn’t use them.
As of Tuesday, the video had more than 1 million views. Not bad for a video pulled together on a shoestring budget and promoted in-house.
“It really was a grass-roots effort,” says Lauren Barash, director of PR and corporate communications for Moe’s.
Lighting the fuse
Last spring, Moe’s was preparing an advertising campaign based on its mission to use fresh ingredients. It primarily targeted women and families, so the company’s creative team started thinking of ways to include the dudes.