TikTok has birthed dozens of bizarre viral recipes over the past few years, from the “butter board” craze to the controversial “pink sauce” which, in January, made the jump from a social media fad to store shelves.
So, when TikTok users began to post videos of themselves sampling the latest concoction to take the platform by storm—a scoop of ice cream wrapped in a Fruit Roll-Up—the General Mills brand decided to leverage the TikTok phenomenon to establish its presence on the platform.
“We had always planned to create a TikTok account for Fruit Roll-Ups, and this trend going viral just accelerated that plan,” said Ashley Berset, senior content planner for brand experience, fruit & salty, at General Mills. “We realized quickly that now was the right time to hop on the platform to better engage with our fans and ensure we were responding to them and this trend real-time.”