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Original Format / Events

Fruit Fight

I pitched this one as the Sour Bowl: a bespoke Fortnite tournament for Sour Patch Kids.

CLIENT

Mondelēz / Sour Patch Kids

MY ROLE

Creative strategy, original format, talent casting

YEAR

2023

Fruit Fight winners hold the trophy on stage in front of Sour Patch Kids screens

CHALLENGE

The previous Fruit Fight ran with Twitch on paid media and big streamers like TimTheTatman, which bought reach for the length of the campaign and not much after. This time the brief was about the SPK Fruit line, moving the story from sour to sweet while keeping the mischief the brand is known for.

INSIGHT

Fortnite fit the brand’s personality, and the timing worked out. The first season of NFL Tuesday Night Gaming was coming together ahead of the Super Bowl and hadn’t been announced yet, so we could build the campaign around it from the start and give the brand its own lane with a younger audience.

Two hosts stand on the circular Tuesday Night Gaming stage under a Fruit Fight graphic

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APPROACH

The idea was amateur Fortnite players on a real stage, coached by NFL players on the sweet side and gaming creators on the sour side. It flipped the usual picture of athletes as the tough guys and played into SPK’s “sour, sweet, gone” line, so the brand was baked into the format. It ran for four weeks with a $30,000+ prize pool, with the amateurs flown to Los Angeles and coached in person by eight mentors, plus more creators hosting watch parties and weekly commentary. The cast brought together big names from both sides, like Leonard Fournette, Austin Ekeler, Typical Gamer and Nick Eh 30, with creators from smaller Fortnite communities, and the NFL players were picked because they were already into gaming and active on social.

RESULTS

64M+

Total impressions

10M+

Livestream and VOD views

916K+

Watch hours

344K+

Unique engagements

$30K+

Prize pool

TALENT PARTNERS

Leonard Fournette / Trevon Diggs / Austin Ekeler / Typical Gamer / Nick Eh 30 / JeromeASF / Chica / Isaac Rochelle, and more

VIDEO

Sizzle reel

Putting amateurs on stage and giving the prize money back to the community got everyone rooting for the players, and the brand never came across like it was advertising at them.

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