There's a strong audience preference across all social platforms for user-generated content, particularly video. So, I wanted to shift away from the branded graphical posts that Fruit-tella was relying on and create a more relatable social feed featuring real people and leveraging social trends.

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My aim was to highlight the fan culture around the Fruit-tella brand and elevate it with ‘Juice Junkies’ - a series of humorous short vignettes showcasing the comical obsession of fans going to great lengths to get their fruity fix.

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From grating Fruit-tella crumbs onto morning toast, replacing stock cubes with candy cubes, chopping gummies into chewy croutons for soups and salads, to melting them into gravy for a fruity flavor.