Fruitsnackia is an integrated campaign that brings to life the creativity, play and imagination that Betty Crocker Fruit Snacks brands can inspire. With this campaign we created a world called Fruitsnackia where everything is made out of our products and everyone is at risk to be eaten or gushed on. By creating this world, and telling stories of the characters within this world, we were able to take this campaign out of the realm of a traditional brand advertising and elevate it into branded entertainment. This franchise-driven campaign not only entertained the heck out of kids, but also inspired them to become a part of the creativity and fun along the way. Through the use of TV, digital, social and clever pop culture tie-ins, this campaign elevated our brands into kid culture and led to strong business results for all three individual brands.

Before rigging our characters in 3d, we produce a 2d animation in flash that sets our character performances, shot times, composition framing, and informs the performances of our main characters. Working with our animators, our designers begin drawing layouts for the sets and build character sheets. The sheets typically feature all of the specific expressions and bodily movements the 3d team will need to rig for, as well as phonemes and eye shapes. Because every element on the characters' bodies can be custom sized, stretched, and molded in a rig, it's important for our design team to design looks and poses for the animators to use as reference.

Base Turns are one of the most important metrics in CPG when it comes to connecting consumer communications with in-market efficacy. Base Turns are a measure of total volume sold per store. This metric gives a read on advertisings’ effect on the business and eliminates for other business issues which may be affecting sales, but for which advertising cannot control (like distribution). This campaign has increased base turns by 9.5%, with positive base turns being seen across all three brands for each week the campaign was live.

This campaign also garnered over 1.6 million views online and consumers spent more than twice as long on Fruitsnackia.com than comparable sites.