Drink Your Chicken 'n' Waffles | Swirl, 2012

As seen on: ABC,  The Food Beast, Huffington Post, nola.com, SF Egotist, NotCot

The 6 billion impression April Fool's: viral gag becomes new product.

For April Fool’s Day, we helped our client, Torani, orchestrate a very real launch for a very fake flavor—Torani Chicken 'n’ Waffles syrup. With a budget that barely covered a plate of actual chicken and waffles, we let loose a social media ambush across Facebook, YouTube, Twitter, Tumblr and Pinterest. Following a press release, we unveiled a series of videos, images, and posts in the days leading up to April 1st. Offline efforts included donated OOH media and café table-tent placements around the Bay Area.

Something clicked. Where we’d hoped to ruffle a few local feathers, the gag drummed up a firestorm of national press, and over 6 billion impressions including on Reuters, Tosh.0, Yahoo News, NPR, and Good Morning America.

While we admit the verality of our success was a pleasant surprise, it’s no surprise that by popular demand Torani launched Chicken 'n’ Waffles syrup in the Fall of 2012.