Gushers + Fruit Roll-Ups + Fruit By the Foot
TASKS:
Caption + graphic copy
Content calendar + light creative direction
Influencer management + UGC research
A childhood fruit trifecta
No one saw it coming. Who knew the future would forecast our favorite after school and during school snacks securing an IG page, let alone this fabled trio. My strategy was simple: keep it yummy and funny. And for all intents and purposes, each brand’s fanbase stayed loyal to that idea through and through.
battle of the bands fruits
The idea that many fans still seemingly don’t know the difference between Fruit Roll-Ups and Fruit By the Foot hilariously became a pain point I addressed in a series of online social posts. Unbeknownst to me, a popular band called “Waterparks” would pick up reception on my branded posts via Twitter during the Summer of ‘21. They had just released a single literally called “Fruit Roll-Ups,” and it appeared that they were mixing up the features of both snacks in the song.
It was deemed the brand had “subtweeted” the band—a forgone conclusion with no signs of restitution. Both fruit snack brands and Waterparks fans came together for a friendly social network showdown. Waterparks also decided to play along, responding with jokes and fun banter which ultimately generated new fans on both sides. Following the month’s metrics, I found that my tweets received the highest-performing KPIs since the brands start on Twitter (2019)!
Also, the song was in fact pretty catchy. Take a listen below (PG13).
