Fruit Roll-Ups and Other General Mills Snacks Want Kids to Play With Their Food

Father-son silliness holds sway

Dad, is that a branded snack plastered to your face?

Foolishness runs in the family as fathers and sons take center stage, clowning around for General Mills’ Fruit Roll-Ups, Gushers and Fruit by the Foot.

“We had the unique opportunity to advertise these iconic products from the ’90s to the parents that grew up with them when they were their kids’ age,” says Hanna Wittmark, a creative director at Goodby Silverstein & Partners, which developed the campaign. “Parents want their kids to have the same playful experiences they had growing up.”

“We know kids are playing less and growing up too fast,” says Stephanie Lensing, brand experience manager for Gushers. “We’re reminding parents of their own childhoods and the fun they had and how they can encourage their kids to play more—with their food!”

“The first shoot with a new client is always a real litmus test for your future relationship,” agency CD Kate Baynham tells Muse. “It’s like the highest stake first date. But we collectively agreed that ‘You Better Be Playing’ isn’t just the tagline of the campaign. It is the attitude we all took on for the production. Considering how much we shot in two days, having a feeling of playfulness on set was a godsend. We were all throwing out jokes, Hanna had her first game of catch, the crew was handing out fake mustaches.”

“Everyone walked away feeling not just like we crushed the shoot, but believing that play makes everything better,” she says.

MJZ’s Dante Ariola directed, and the spot began rolling out this week.