Ah, Rico’s Nacho Cheese — it’s a homegrown San Antonio brand that you’ve probably seen at every concession stand, and now, it’s taking over Times Square in New York City with a pro-Spurs message that’s “trolling” Knicks fans.
It’s no surprise a San Antonio snack brand that specializes in nacho cheese chose to lay it on thick. In a Monday social media post, the Rico’s team revealed a digital billboard that said “GO SPURS GO” in bright blinking lights.
The video was set to Jay-Z’s and Alicia Keys’ iconic ballad about the Big Apple, titled “Empire State Of Mind,” of course.
“What if we just…TAKE OVER TIMES SQUARE FOR GAMES 3 and 4! 🍎🏙️🧀 GO SPURS GO!!!!” the post caption read.
Some commenters couldn’t help but express how happy they felt to see the support for San Antonio.
“Thanks Ricos. I jumped up and yelled to see that billboard pop up,” wrote @chirocarm on Instagram. “It means the world to us Spurs fans to see that support for San Antonio. Bless you!!!!”
Other commenters, such as as the San Antonio Zoo’s president and CEO Tim Morrow, couldn’t help but pile on: “Our friends at @RicosProducts are trolling New York Knicks fans in Times Square! #PorVida,” he wrote in a Monday X post.
One commenter even suggested that H-E-B get in on the action.
“@heb advertise Butter Tortillas in Times Square,” @mrskorzekwa wrote. “New Yorkers seem stressed, and everyone knows a warm tortilla fixes at least half your problems.”
If nothing else, Rico’s proved one thing: you can’t take the cheese out of San Antonio, even if it’s all the way in New York City.