Results
31M
Views
2.1M
Likes/Engagement
18.3K
Comments
133.3K
Saves
$0*
Investment
*Exclusively product exchange
A brand built on strong ties to the community it serves and loves.
Challenge
A Legacy Reimagined
FUD is a brand built on strong ties to the community it serves and loves. For generations, their products fulfilled the promise of “Welcome to the familia” in Hispanic households. But as younger generations embraced new social platforms, FUD saw the need to grow and strengthen that connection.
The digital landscape had shifted in the last five years, pulling audience attention with it. People no longer engaged with inauthentic messaging. They listened to podcasts, followed influencers, and scrolled through feeds favoring organic content. Brands seeking to connect with this audience had to earn their place.
Insight
A Recipe for Engagement
People craved authenticity, and FUD had a product they loved. To bridge the gap, we turned to a highly engaging format: recipes. Once confined to expensive courses and hour-long TV shows, recipes are now repackaged into bite-sized, 15-second reels and stories—freely available and endlessly shareable. Food influencers held the power to sway purchasing decisions, and people couldn’t get enough.
Idea
Building A Digital Familia
The solution: provide content creators with FUD’s beloved products to craft engaging recipes. Through product exchange, influencers would become brand advocates, creating a structure of community-powered content. This approach would inspire millions and build a Digital Familia that stayed true to the bond FUD has nurtured all along.
