Is Hamburger Helper’s Strangely Awesome Twitter Run by Someone from #BlackTwitter?

Hamburger Helper on Twitter

For the past few days all eyes have been on Hamburger Helper ‘s genius Twitter account @Helper , which has taken full advantage of younger, culturally-specific trends.

In fact it may be the only brand with a mix of tweets referencing Trey Songz ad-libs, #Movember , Scandal , Lil B aka “ Based God ,” #IfWeDate and struggle meals to increase engagement.

Make me Helper and I'll make you my bae.

— Helper (@helper) November 20, 2013

OooOOOooo, it’s mister feed yo' girl. pic.twitter.com/Z444HsaaSn

— Helper (@helper) November 20, 2013

I'm about to diiiiiiiiive in. pic.twitter.com/5LexOeikyG

— Helper (@helper) November 18, 2013

You look great, bruh. RT @DreMichael11 : @helper bruh http://t.co/IMll6nV1rr

— Helper (@helper) November 17, 2013

Ladies… #Movember pic.twitter.com/kQFHkbeuo2

— Helper (@helper) November 14, 2013

We've seen worse ideas than this. pic.twitter.com/oglH05vKIH

— Helper (@helper) October 29, 2013

The account has kept Twitter users entertained well enough that many are convinced someone from #BlackTwitter must be behind it.

Hamburger Helper has hired someone from Black Twitter to handle their Twitter account. Salute.

— Doc Savage (@SoloChills) November 21, 2013

Proposing we trade Don Lemon for the Hamburger Helper twitter account at the next Black ppl meeting.

— Desus Nice (@desusnice) November 20, 2013

Ok, who from #blacktwitter is running the hamburger helper twitter account??

— Brian Chillmeade (@jteeDC) November 20, 2013

Hamburger Helper the only food item officially a part of black twitter

— Chels,, (@adorechels_) November 16, 2013

Hamburger Helper is the first company to cross the barrier and make it into Black Twitter

— Tim (@yvngtim) November 15, 2013

Whoever it is, they’ve been given quite a bit of freedom to attract millennials to the 42-year-old packaged food brand, which may seem risky but there’s no room for fear and inauthenticity in these Twitter streets.

By comparison, the company’s Facebook page is also funny and trend-focused but far more tame.

The new social media strategy is part of General Mills ‘ company-wide rebranding and its relaunching of Hamburger Helper as Helper in an effort to regain its lost market share.

Though General Mills estimated last year that “1 million households eat Helper every weeknight,” sales in the dry dinner mix market fell 14%, to $324 million .

The company has moved on from its original “working mothers” demographic, and has set sights on men aged 18 to 30, hence the reason to speak their language.

First person to send me a picture of them kissing a box of Helper wins a prize. #SwagSquad

— Helper (@helper) November 17, 2013

Time will tell how well the efforts work. In the meantime, @Helper’s following and participation in #HelperArmy are quickly growing as people are eager to converse with @Helper and send photos of themselves cooking Helper meals or even kissing the box.

WINNER! RT @flipflops: @helper http://t.co/N6CSLf5Y7w

— Helper (@helper) November 17, 2013

Feel free to follow his example! RT @DrewHowFly I'll be purchasing 10 boxes of @helper today off the strength of how real their Twitter is.

— Helper (@helper) November 14, 2013

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