I scream, you scream… for Fruit Roll-Ups & Ice Cream

The Fruit Roll-Ups + Ice Cream viral trend ignited on TikTok when creators began wrapping scoops of ice cream inside Fruit Roll-Ups, discovering that the candy instantly hardened into a crunchy shell around the frozen center. The simple, visually satisfying hack tapped into pure nostalgia, delivered an unexpected texture contrast, and quickly spread across the internet and pop culture. What started as a playful snack experiment evolved into a full-scale social phenomenon, driving massive organic engagement and cementing
Fruit Roll-Ups at the center of one of TikTok’s most talked-about food trends.

Campaign
Fruit Roll-Ups & Ice Cream

Brand
Fruti Roll-Ups

Year
2023

Fruit Roll-Ups + Ice Cream

The Details

  • Harness the viral sensation taking over the internet, and make it work hard for the brand while driving the business

  • Join the social conversation, ASAP, and start encouraging people to try Fruit Roll-Ups with ice cream

  • Social Engagement

    Earned Media

  • 2B TikTok views

    2.3MM engagements

    157K followers in 6 weeks (from 0)

    Sold out shelves across the country

    Highest unit sales ever, +30% YOY

  • Directed internal team and cross-agency partners through trend identification and response

    Oversaw development of content

    Ensured alignment across cross-functional teams, including brand and legal

Awards & Recognition

Logo of Shorty Awards featuring a whale tail symbol and the text 'Shorty Awards'.

Silver in TikTok

Silver in Single Post or Activation

Finalist in Real-Time Response

Silhouette of a late 19th or early 20th-century screw-type machine drilled into wood with three bits labeled A, B, and C, arranged in descending order of size from left to right.

Winner: Real-Time Response (PR)

Partners

Text reading 'The Social Lights' on a teal background.
Logo for the Oklahoma City Veterans Affairs Medical Center, featuring a blue ampersand with a red heart above, and the text 'Oklahoma City VA General Mills'.

  • "Legal is making me clarify that you should not attempt to eat plastic"

    -The Fruit Roll-Ups TikTok Account

  • "Why is this a Fruit Roll-Ups Michelin star experience?"

  • "I just wrapped Fruit Roll-Ups in ice cream and my inner child is screaming"

  • "Every generation deserves its own unhinged snack hack"