As marketing gimmicks go, the One Chip Challenge has been pretty successful.
Over the past few weeks, Paqui has been distributing its Carolina Reaper Madness — which the company claims is the world’s hottest chip — to various sports and media personalities. The recipients have, in turn, been posting video of themselves eating the chip and trying not to, uh, un-eat it. (Even some Post-Gazette sports staffers got in on the “fun.”)
On Wednesday, it was the Steelers’ turn to see if they could handle the heat, and defensive end Cameron Heyward posted videos on his Instagram page of himself and various teammates reacting to eating the chip.