SOCIETY partnered with That’s it. to support the brand with ongoing media relations efforts in the U.S. market to generate awareness of its clean-label fruit snacks and new product innovations.
We built a culture-led earned media strategy and kicked off our efforts with back-to-school season, sparking conversation around two new innovations, Fruitola Fruit Granola and Fiber Fruit Bars, and the growing importance of protein and fiber for school-aged children. From there, we developed high-impact, data-led narratives, creating opportunities for media and KOLs to sample, review and recommend That’s it. products across key moments like Fall, Better Breakfast Month and Halloween.
In less than six months, we generated 504 pieces of meaningful coverage across outlets including BuzzFeed, Parade, Yahoo!, Good Housekeeping and Real Simple, reaching an estimated 1.5 billion people.
