JELL-O '101' Social

The JELL-O “101” campaign was all about giving the brand a much-needed glow-up: moving it from grandma’s spooky green mold at Thanksgiving to something imaginative, fun, and snackable for families and kids.

Social was a huge part of that shift. It’s where we introduced JELL-O to a new generation of moms and dads who maybe hadn’t thought about it since they were small and sticky themselves. My partner and I jumped in shortly after 101 launched, took the wheel on JELL-O social, and steered it for about a year and a half.

Here are some highlights.

June 26, 2015 10:00 a.m. EST

The U.S. Supreme Court declares same-sex marriage legal in all 50 states.

10:05 a.m.

A seemingly outdated, 118-year-old brand was one of the first to declare its support.

Results:

More than 81.1 million earned media impressions

Mentions on Ad Age, Ad Week, BuzzFeed, Mashable, US Weekly and Washington Post.

Top performing JELL-O post of all time.

AD: JB Becker

CD: Sarah Block

Post Copy:

You and the kids already made Time Travel Potion, but you made it tomorrow. It will be/has already been fun. If this is confusing, don’t panic. Moving through time unconventionally is a doozy. All you have to do is mix together some Strawberry JELL-O Gelatin and orange juice. If you wake up and it’s yesterday, you probably already repinned this. But why not pin it anyway, just in case you already don’t remember tomorrow. Capeesh?

Italian Salad Flavored JELL-O?

We went digging through the JELL-O archives and found the biggest car-wreck recipe we could get our hands on. Just absolute vintage chaos. And convincing the client to actually post that disaster? Honestly, one of my proudest personal moments on the account.

But for real, I love a brand that isn’t afraid to elbow itself in the ribs once in a while. A little self-roast goes a long way, and it makes everything feel way more human.