Fruit By The Foot Promo JEREMY LIN FRUITSNACKS by Saatchi & Saatchi New York

JEREMY LIN FRUITSNACKS
The Promo / PR Ad titled JEREMY LIN FRUITSNACKS was done by Saatchi & Saatchi New York advertising agency for subbrand: Fruit By The Foot (brand: Fruit By The Foot) in United States. It was released in Oct 2012.
Advertising campaign for Fruit By The Foot

Fruit By The Foot: JEREMY LIN FRUITSNACKS

Brand
Fruit By The Foot  (Fruit By The Foot)
Media
Promo
Released
October 2012
Posted
October 2012
Market
United States
Industry
Confectionery & snacks, Snacks
Agency
Saatchi & Saatchi New York
Creative Director
Alex Lea
Creative Director
Justin Ebert

Credits & Description:

Advertiser: GENERAL MILLS
Agency: SAATCHI & SAATCHI
Category: Best Use of Guerilla Marketing in a Promotional Campaign
Creative Director: Alex Lea (Saatchi/Saatchi)
Chief Creative Officer: Conway Williamson (Saatchi/Saatchi)
Creative Director: Justin Ebert (Saatchi/Saatchi)

Relevancy
We never publicized the promo and had no expectations in the process. We just did something for a fan and in the end, gained a whole lot out of it.

Outcome
Jeremy Lin hung the jersey on his wall at home and posted it on Facebook. The post resulted in almost 100,000 "likes" and 1,992 shares overnight. Media coverage included USA Today.com, Bizjournals.com, Buzzfeed.com, Sports-kings.com, Gothamist.com and MSN.com. Not bad considering we weren't hoping for anything more than a mere "thank you".

Client Brief Or Objective
When basketball player Jeremy Lin tweeted that he loved Betty Crocker Fruitsnacks, we wanted to give him a token of our appreciation. So we made a personalized basketball jersey handcrafted from Fruitsnacks.

Implementation
We made a personalized basketball jersey handcrafted from Fruitsnacks and delivered it to Jeremy Lin's door.