The steady eroding of our collective attention spans has left its symptoms splashed all over the modern human experience, from the way we talk to each other, to the way we vote, to a third thing we’ll definitely remember to come back and pop into this space after the rest of the article is done. But one of its weirder offshoots has been in the world of shopping, where brands have gone to increasing lengths to combat/exploit our collective boredom with the Herculean task of keeping like five thoughts in a row, often by mixing and matching flavors with recognizable brands that were doing just fine as they were. “Linoleum-flavored Oreos?” we say to ourselves, as we trundle through the cookie aisle we told our wife we’d stop visiting. “I bet those taste like shit. Better spend $6 finding out.”
So far, this “world’s worst college DJ” approach to branded food mashups has been mostly the purview of the brands themselves, with DIY foodhack culture mostly relegated to social media. Now, though, Deadline reports that ABC is teaming up with Online Marketing Guy Gary “GaryVee” Vaynerchuk for a new series that will not only allow regular people to make bad gimmick foods, but actually shove them into stores the day after their episode airs.
Titled Limited Time Offer, the series’ marketing is weirdly devoid of the usual array of aspirational positivity-speak that frequently accompanies a business-aimed reality show, instead describing its future contestants as “pop-culture food junkies” who will be tasked with creating new foods for known companies, with the winner of each episode getting their product placed on store shelves. (The show is, you will be shocked to learn, “brand-funded.”) There’s no word what prizes for a series entirely built around doing R&D for an existing company that will then presumably keep all the money it makes when people buy this crap will look like, but we’re guessing “Less than the food companies will make off of it.”
The show is being produced through Vaynerchuk’s VaynerWatt production company, and represents GaryVee’s first push into network TV after having some success on History Channel and Tubi. Limited Time Offer is currently aiming at a 2027 release.