What do you know? People have stronger opinions about guacamole than you’d expect. In a recent attempt to promote a new food app called Cooking, New York Times Social Media Editor Michael Gold tried to spark followers’ curiosity by tweeting “Add peas to your guacamole. Trust us” with a link to a two year old recipe.

This seemingly innocuous tweet received a flurry of harsh opinions from celebrities, websites and even President Obama who argued, “respect the nyt, but not buying peas in guac. Onions, garlic, hot peppers, classic.” The Texas GOP account went as far to say “the @nytimes declared war on Texas when they suggested adding green peas to guacamole.”

According to the BBC, the tweet received 700 retweets and over 1,000 favorites in just 24 hours, and even inspired a hashtag #GuacGate. Like anything online that gets this much engagement, news outlets offered their hot takes on the subject and even Business Insider writer Emily Cohn even took a risk by creating a blueberry guacamole.

How exactly did this individual post about a two-year-old recipe manage to gain so much traction and create such a firestorm? The answer lies in the power of marketing. Gold’s use of creative and curiosity-driven language turned a once unnoticed recipe that combined peas and avocados into a trending topic. This tweet serves as proof that if a brand isn’t getting the word out and using language to the best of its ability, then it goes unnoticed. A company sees success when it manages to discover its voice and delivers its message in the correct and appropriate way.

So the next time you’re looking to get attention for your brand, here’s my advice to you: Take a page from the Times’ playbook and get creative.