How WickedGüd’s #DontFoolForIt campaign garnered 2mn+ eyeballs through collaboration with 20+ brands

WickedGüd, a guilt-free comfort food brand recently launched an interesting April Fool’s Day campaign on social media – #DontFoolForIt. Joining hands with over 20 clean labels which preach exactly what they offer, this campaign was a reality check for consumers getting easily fooled by pretentious labels and their advertising tactics. Brands associated with this campaign consisted of renowned names.

Objective:

The objective of this campaign was to appeal to our consumers and in partnership with other honest brands, call out those pretentious labels which try to lure people with their branded truths and false claims.

About the Campaign:

The entire campaign was ideated keeping in mind the need for brands to become more transparent with their consumers and urge them to stay true to their promised claims. In order to pursue this train of thought more effectively, WickedGüd partnered with 20+ honest brands that go the extra mile to follow through with what they preach. This campaign was a reality check for consumers getting easily fooled by pretentious labels and their advertising tactics.

Campaign Strategy:

The campaign was amplified with a video asset live on the brand’s digital channels and founders of over 20 brands + micro influencers activating the truth bomb placards on their respective social media handles. This was an eye-opening campaign curated by WickedGüd to ensure that the customers get what they’re promised and false advertising is rooted out of the system. The founders of WickedGüd – Bhuman Dani, Soumalya Biswas and Monish Debnath are at the forefront of bringing about this consumer revolution and all their marketing efforts are headed in the same direction.

Partnering Brands:

AAA Gourmet Foods, alt foods, Ausadhi by Pahadan, Bare Anatomy, Bare Body Essential, Belora Cosmetics, By Nature, Colombian Brew, Chemist At Play, Honey Twigs, Hookd Food, Ketofy, Lemme Be, Mrida by Ananya, Neeman’s Shoes, NOTO Ice creams, Nutty Grities, Root Guilt Free, Spoil Your Body, SunScoop, The Gourmet Jar, The Health Factory, True Elements

Results:

Overall, we garnered a reach of over 2 million eyeballs including collaboration with 20+ brands, micro-influencers and performance media

Bhuman Dani, Founder and CEO at WickedGüd says, “ #DontFoolForIt is an appeal to our consumers and a call out to the pretentious labels who try to lure people with their branded truth. We’re extremely grateful to the brands and their founders who’ve very generously partnered with us to spread the message wider. With WickedGüd, our aim is to make comfort foods guilt-free for every consumer. We’re all set to bring about this consumption change and we’re just getting started with #DontFoolForIt. Watch out for other healthy surprises that lie in store for you!”

Aashay Shah, Co-founder at Django Digital stated, “Clean and green brands are the future and we’re aware that this shift in consumption is going to take time. So partnering with the right founders and brands made a lot of sense. Apart from the idea, this one was exciting because the gud folks at WickedGüd didn’t really adulterate our vision either.”