Fortnite X Fruity Pebbles

A friend of the agency landed at Post cereals and reached out about some PR concepting work on Fruity Pebbles. The request was to land on an activation that would be interactive and newsworthy while also playing into adults’ sense of nostalgia. What we came back with was a few different ideas in the world of gaming — though none more impactful than this pitch to team up with Epic Games and put the Flintstones characters in the world’s most popular video game, Fortnite.

With the purchase of just a few boxes of any Pebbles product, consumers could redeem points to obtain the “skins” and other in-game accessories such as weapons, vehicles and even an entire playable map. Check out the facts and figures to support the rationale behind the Fortnite partnership.

Fortnite by the numbers:

• Fortnite has around 400 million total registered users.
• In November 2023, Fortnite set a record with over 100 million active players in one month.
• Fortnite videos have around 100 billion combined views on YouTube.
• People spend 50–100+ million hours per month viewing Fortnite streams on Twitch.
• Almost 70% of Fortnite players purchase downloadable content (DLC), spending an average of $85 each.
• Around 35% of Fortnite players are ages 25-54.

Fortnite isn’t just one of the biggest games in the world — it’s a cultural phenomenon — enjoyed by parents and young people alike, many of whom love customizing their avatars and watch Fortnite even when they’re not playing.

The partnership would also give Pebbles a natural promotional platform in the billion dollar industry of esports while also allowing the company to hawk other branded items for gamers as part of the activation:

More Pebbles gaming

Separately, we also suggested revamping the old tradition of games on the back of cereal boxes with QR code links to Flintstones-themed video games kids or parents could play on their tablets while they eat, and even floated a partnership with NFL legend Jason Kelce who was interested in reviving the old Backyard Sports video game franchise. Kelce has since become a sponsor for Kellogg’s cereals, so clearly we were on to something here!

(Art direction by Josh Lane)