Kids’ brands are either the very worst clients, or the very best. Fortunately, the brands under General Mills had strong leadership and wonderful people. And they consistently asked for — and made — great, category-busting work.
FRUITSNACKIA
Our fruitsnacks client wanted to move away from individual product ads to a format that could feature all three (Fruit Rollups, Fruit by the Foot and Gushers). So we created an entire world made out of everything -- where every frame features the stuff we had to sell. Weird and wild.
FRUITSNACKIA.COM
We didn't want Fruitsnackia to just be a series of mindless TV commercials. So we created an online hub that was meant to be more creative and educational. Featuring a way to create your own character. And videos that taught you how to get even more creative with your food.
THE FRUITSNACKS JERSEY
The big idea behind this campaign was that fruitsnacks was food you could play with. So we decided to have a little fun ourselves. In the midst of all that 2011 Lin-sanity, Jeremy Lin innocently tweeted that he liked Fruitsnacks. To show our support, we created a custom jersey out of all our products.
THE FRUITSNACKS EMMY
Right before the Emmy’s Jimmy Fallon did a little unsolicited skit featuring Fruitsnacks. To say thanks, we gave him an Emmy award made entirely out of Fruit Rollups and Fruit by the Foot material -- and delivered it right to his office. Jimmy loved it and tweeted a pic out to his 5 million followers.
COCOON
Before the world of Fruitsnackia, Fruitsnacks made work for each, individual product. This one was a spot created for Fruit By The Foot.
