Gushers: #blackvoicescreate

Fruit snack brand Gushers ran a social media campaign in the United States to empower young Black creators on TikTok, drive donations for the NAACP, and ensure Black voices were heard on social media despite biased algorithms.

Campaign details

Brand: Gushers Brand owner: General Mills Agencies: Mindshare New York, Ten35 Market: United States Industries: Online video, Social media, Word of mouth, influencers Media channels: Confectionery Budget: 500k - 1 million

Executive summary

Gushers, the popular fruit snack brand, is a proponent of teen creativity and expression, promoted by Black entertainers and creators. So when Black creators found their voices suppressed on social media platforms due to algorithmic bias, Gushers ste

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