When tweens couldn’t stop talking about the Fruit by the Foot “Replacements” TV spot, General Mills came to Publicis Modem to capitalize on it and take the buzz to the next level.

Vina and her team of magically weird creatives came up with the Replacement Help Center.

The digital campaign started with already viral videos/memes being replaced with Fruit by the Foot. New tween replacement videos were seeded to YouTube.

All of these drove to The Replacement Help Center site where there were oh-so-many wickedly naughty tools to “help” kids with their replacement addiction.