Hamburger Helper, a line of General Mills packaged food comprising mainly of boxed pasta bundled with packets of powdered seasonings, has recently released a viral mixtape on April Fool’s Day. The tape was listened to over 270,000 times on SoundCloud and propelled Hamburger Helper to be a trending topic on Twitter.

The five-song album was targeted at millennials and featured lyrics such as “if you catch me at the stove, I was whippin’ up a bowl” and “hold up I told you I’m servin’ that stroganoff.” The success of this stunt showed that authenticity is a key success factor of viral campaigns and trying too hard could backfire, as demonstrated by Google with its “Mic Drop” feature.

Listen to Watch The Stove here.