'Now that's red hot': Paris Hilton turns up the heat in new Super Bowl campaign

"That's hot!" Nah. "That's red hot!"

Paris Hilton is turning up the heat in a new collaboration with Frank's RedHot for Super Bowl 59 and encouraging fans to "put that (expletive) on everything."

“Whether you’re rooting for a team, the commercials or the halftime show—I’m here to make sure all football foods are full-flavored and totally slay," Hilton said in a statement. “That’s why I’m collaborating with Frank’s RedHot to shake up game day spreads with unmatched flavor. The real MVP is the host… now that’s RedHot.”

Under the partnership, in collaboration with Hilton’s media company, 11:11 Media, Hilton is sharing her favorite game day recipes and encouraging fans to show how they heat up their favorite foods with Frank’s for a chance to win prizes.

"It's iconic to be in a Super Bowl ad. I am so excited about this one," the pop culture icon told USA TODAY. "It's a very fun partnership, and I love the new tagline, 'That's red hot.' I think it's so cute, and people are really going to love and enjoy eating their food with Frank's RedHot."

Fans and Frank's RedHot consumers have been invited to participate in a competition in which 59 lucky winners, in honor of the 59th Super Bowl, will receive $1,000 in cash, enough for a lifetime's supply of Frank's RedHot while five additional winners will receive an exclusive "custom crystal-bedazzled bottle of Frank’s RedHot," designed by Hilton, which she says are her "trademark."

"I bring sparkle wherever I go," Hilton told USA TODAY. "It would make it (Frank's RedHot) even more iconic."

Fans can win these prizes by submitting pictures and videos of the foods they "heating up with Frank’s RedHot for the Big Game" either online or by sharing on social media by tagging @FranksRedHot and including the hashtag #FranksSweepstakes. Entries are limited to one per person.

"I'm so excited to see what the fans come up with," Hilton said. "It's so fun to see people being creative."

For the collaboration, Hilton is once again stepping into the kitchen and creating Frank's RedHot-inspired recipes like Buffalo Chicken Dip and Buffalo Chicken Wings.

"I love putting Frank's Red Hot on everything because it really kicks it up," Hilton said, adding she drizzles it on her wings, mac and cheese and dips like queso dip and nacho dip.

And the weirdest thing she's seen Frank's RedHot on? Hilton said during the shoot for the collab, they experimented by putting the sauce on caviar and ice-cream. While Hilton herself didn't try out those combos, she said her friend did and liked it.

Hilton, who previously hosted "Cooking with Paris" on Netflix, told USA TODAY the videos for the collab were shot in her own pink kitchen at her house.

"I love cooking, and we shot (the ads) in my pink kitchen at my house," Hilton said. "It was a really fun shoot day. Excited for people to see the recipes."

Tabata Gomez, chief marketing officer at McCormick & Company, Inc., said in a statement that fans will love "seeing Frank’s with Paris’ flair and tongue-in-cheek personality."

“Paris Hilton is a consummate entertainer who knows a thing or two about what’s hot and what’s not,” Gomez said. “I think fans are going to love seeing Frank’s with Paris’ flair and tongue-in-cheek personality—an invitation to all to go bold and dial up their game day flavors. Hit us with your most out-there food pairings.”

Who is Paris Hilton supporting in Super Bowl 59?

With the game snacks and spread covered, who will Hilton be cheering for during Super Bowl 59?

This year, Hilton says she and her family will be supporting the Kansas City Chiefs over the Philadelphia Eagles. Hilton revealed that she plans to order the Chiefs jerseys for herself and her family and "get them bedazzled with Swarovski crystals."

And while she got "a lot of offers to go out there and host parties and events," Hilton says she's "just going to stay at home with my family, my babies and my husband, and catch the game at home."

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Paris Hilton's Super Bowl memories

That being said, Hilton has "so many memories of Super Bowl" from viewing parties to hosting and DJ-ing at pre-game events.

"It used to be a family tradition where we would all go to the Las Vegas Hilton – my mom, dad, sister, my brothers – and always would have an amazing game day (with) viewing parties," Hilton said.

However, one of her "most fun memories" was hosting and performing a Super Bowl party in Miami in 2020 prior to the big game.

"Everybody was having an amazing night before the big game the next day," Hilton recalled.

As for her favorite halftime performance, Hilton said it would hard to choose since "everybody is so incredible every year."

"But one of my favorites was Rihanna," Hilton said. "She is such an icon and such an amazing performer. I love watching her."

This story was updated to add a new gallery.

Saman Shafiq is a trending news reporter for USA TODAY. Reach her at sshafiq@gannett.com and follow her on X and Instagram @saman_shafiq7.

This article originally appeared on USA TODAY: Paris Hilton collaborates with Frank's RedHot for Super Bowl ad