Rad Ads: Chef Reactions and Frosted Mini Wheats on TikTok
There are a lot of bad ads on the internet. From awkward spon con, to poorly executed partnerships, and unimaginative copy, we’ve seen it all and we know you have too. As part of our new series “Rad Ads” we want to spotlight the ads that reaffirm our faith in the power of marketing to generate joy, connection, and of course revenue.
Creator Chef Reactions on TikTok is best known and loved for his acerbic critiques of the many outlandish cooking videos we see across our timelines. His dry sense of humor and cutting commentary have gained him over 3 million followers on TikTok alone. It makes sense that any brand would want to partner with a creator who commands that kind of loyal following and reach. Frosted Mini Wheats partnered with Chef Reactions to make a series of videos of him reacting to negative social media comments about the product. Genius product integration and hilarity ensues, resulting in a collective 60 million+ views. Let’s break down what makes this branded content work.
Chef Reactions is already an existing super fan of Frosted Mini Wheats. It’s much easier for creators to talk about something they love rather than read talking points about something they just learned about. Brands and marketers will always win by putting fans front and center.
Chef Reactions uses his own unique voice throughout the video to talk about the product. Followers who see this video pop up won’t be jarred by a change of pace because the sponsored content fits squarely into his existing content strategy. There’s no hard pivot to promote, but rather seamless inclusion.
By partnering with Chef Reactions, the sponsored content rides the rising tide of food reaction videos, a popular and beloved trend across internet culture. Frosted Mini Wheats have not only gained access to a captive audience who are interested in food, but have inserted themselves into a content niche that is bringing in new eyeballs every day. Brands should always seek to join the conversation as opposed to disrupting the scroll.
By allowing themselves to be roasted, Frosted Mini Wheats have also shown that they don’t take themselves too seriously. A brand that allows themselves to be laughed at, and can laugh at themselves, will always endear themselves to consumers. Self awareness, and humor, are key.
The content naturally invites the audience to join the conversation. Showcasing feedback begets more feedback, and it’s hard to not want to weigh in and join the fun. The comments section are full of people professing their love for Frosted Mini Wheats, articulating the many ways in which the cereal reigns supreme. It’s a brand dream.
We hope that these tips provided some inspiration for your next branded content execution! If you have any questions about social strategy, digital marketing, or creating effective partnerships feel free to reach out to work with us at info@workwithjade.com. We’d love to hear from you!