Truff, a truffle brand, has launched a new digital series called "What the Truff?!" Premiering on its YouTube Channel TruffKitchen, the series spotlights a lineup of celebrities, influencers, and tastemakers invited to create questionably delicious meals using strange and distinctive ingredients.
"Creativity is the essence of Truff," says Tal Cooperman, partner at Truff, in a statement. "When the brand was first getting started, we were told truffles and spice didn't pair well together, but that didn't stop us from pushing the flavor boundaries. The "What the Truff?!" series is a play on that mission of challenging the culinary status quo to create something innovative and untraditional."
Every "What the Truff?!" dish is topped with a Truff pantry staple and scored on a scale of 1 to 10 for creativity and how likely the combinations will prompt a "What the Truff?!" reaction. The ten-minute episodes are hosted by Cooperman and feature cooking and conversations surrounding food.
Some of the bizarrely-paired dishes highlighted include peanut butter pepperoni pizza, Vienna sausage Hot Cheetos tacos, and mayonnaise pomegranate ramen.
Guests will include:
• Grammy-nominated artist Joel Zimmerman, known as deadmau5, who is an iconic electronic music producer.
• Fan-favorite UFC Ring Girl Brittney Palmer, known for her work as a painter who specializes in contemporary abstracts and portraits.
• Professional skateboarder Boo Johnson, who inspired the launch of his own clothing brand Just Have Fun.
• Labinot Gashi aka Gashi, an Albanian rapper known for the viral breakout hit "Disrespectful."
Cooperman has worked on creative projects for Palms Casino Resort's $690,000,000 renovation, Vans' shoe line with artist Damien Hirst, and creating art for the music industry's Bad Bunny, Cardi B, and J Balvin.
The brand has the largest social media following of any hot sauce on TikTok and Instagram, according to the company. Truff was also awarded the"Best Brand Born Out of Social Media" for AdWeek's Challenger Brand Awards.
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