Boldly Citrus; Unapologetically You.
The Brand
Peelz Citrus isn’t your typical fruit brand. In a market filled with soft, wholesome imagery, Peelz stands out as the unapologetically bold, edgy citrus brand that’s all about fun and flavor with attitude. It’s mandarin oranges with a twist—vibrant, easy to peel, and packed with juicy sweetness, but wrapped in a brand identity that speaks to adults who want a snack with personality, not pretense.
For this campaign, Peelz set out to break away from the “kid-friendly” image associated with mandarins and target a broader audience, particularly adult consumers. The goal was simple: position Peelz as the go-to snack for millennials and Gen Z who don’t take themselves too seriously and are looking for a brand that matches their own unapologetic, vibrant energy. The Shelf was brought on board to design a campaign that would drive brand awareness with dynamic, edgy content that could captivate and convert.
The Approach
For Peelz, we went all-in on edgy, scroll-stopping content that would redefine how mandarins show up on social. Our strategy was simple but bold: shake off the “cute fruit” image and lean into Peelz’s rebellious side. To do this, we curated a squad of 28 influencers with personality to spare—think humor, creativity, and a bit of that “did I just watch an ad?” vibe. These weren’t just any influencers; they were storytellers, known for crafting content that grabs attention and keeps it.
Our team worked closely with each creator, sparking ideas around fun transitions, edgy visuals, and a no-rules approach to styling. Influencers got free rein to inject their own flavor into the content while we offered guidance on striking that perfect balance of quirky and cool. From dynamic Reels to eye-popping TikToks, the campaign was designed to feel authentic, spontaneous, and effortlessly cool.
The result? Peelz took over feeds with the kind of content you just can’t scroll past. By embracing humor, daring visuals, and a social-first style, we made mandarins the must-have snack for anyone looking to keep it fresh and fun.
Our Strategy
Our strategy with Peelz was all about creating a bold, “anti-cute” vibe that would redefine how adults look at mandarins. We kicked off by carefully selecting influencers who could bring an edgy twist to the content, focusing on those who could naturally embody Peelz’s unapologetic energy. From the start, we knew this campaign needed humor, relatability, and a bit of shock value—enough to make people stop scrolling and pay attention.
Each influencer received a customized brief that encouraged them to embrace their unique style, integrating Peelz in a way that felt authentic and daring. We emphasized dynamic visuals and clever editing, tapping into trending transitions, bold audio, and unexpected setups that felt fresh and on-trend. TikTok’s Interest Graph became our playground, leveraging influencers with niche audiences who knew how to engage in memorable, humorous ways. By keeping the content loose and unscripted, we let Peelz shine as the cool, go-to snack for those looking for something a little different.
With this approach, we not only drove massive engagement but also collected valuable insights into what resonates with a modern, trend-savvy audience. The result? A campaign that established Peelz as the ultimate citrus brand for adults, solidifying its place in a new, uncharted category of edgy, crave-worthy snacks.
Post Types
TikTok
Videos
In-Feed Posts
Stories
Reels
The Big, Beautiful Highlights
This Peelz Citrus campaign was nothing short of a powerhouse, delivering standout results that solidified Peelz as the boldest snack on social feeds. With a perfectly calibrated influencer mix and an edgy, creative approach, we helped Peelz reach new heights in brand awareness and engagement across TikTok and Instagram. The campaign achieved an impressive 41.1 million total impressions through both organic and paid content, with TikTok content contributing significantly to Peelz’s visibility. Total engagements (organic and paid) soared to 1.7 million, encompassing everything from likes and shares to comments, which reflected the deep connection audiences felt with Peelz’s fresh, no-nonsense vibe. On Instagram alone, Peelz content achieved over 10 million organic impressions, with influencers bringing the brand’s bold personality to life through content that resonated and exceeded engagement benchmarks.
Instagram Stories were particularly effective, with engagement rates reaching 2.5 times the benchmark, thanks to fun, snackable content that kept audiences engaged. We also exceeded our initial content goals by delivering 145% of the scoped assets, with influencers contributing a diverse mix of 113 posts, including dynamic Reels and playful carousels. Influencers pulled out all the stops, incorporating vibrant editing, humorous transitions, and relatable scenarios that made Peelz an irresistible, must-try snack. By leveraging TikTok’s Interest Graph in our paid efforts, we maximized reach, while high-engagement organic posts created a steady buzz around the brand. The results speak for themselves: Peelz’s bold brand presence made a lasting impact, positioning it as the go-to citrus brand for audiences looking for something different.
Influencer Highlights
Unapologetically Bold Creators
The “Unapologetically Bold” category spotlighted influencers who brought Peelz’s edgy, daring vibe to life. By using bold visuals, trendy transitions, and eye-catching edits, these creators helped reshape Peelz as a snack for stylish, confident adults. Their content didn’t just stand out—it resonated, achieving 3x more shares and 3.5x more saves than other groups, establishing Peelz as a must-have for those who live unapologetically.
Bold Creator #1: Val of @360val
Val’s dynamic summer-themed posts set the stage for Peelz as the ultimate go-anywhere snack. Her bold, aesthetic transitions—shot against vibrant, outdoor backdrops—captured the brand’s refreshing vibe, making Peelz feel like the must-have citrus accessory. Pulling in over 2.5 million impressions on Instagram, Val’s content was both visually captivating and highly effective, making her a top performer in showcasing Peelz’s brand positioning with energy and elegance.
Bold Creator #2: Michelle Norris of @michelle_norris
Known for her visually stunning mixed-media style, Michelle brought a fresh artistic flair to the Peelz campaign. Her dynamic, creative visuals seamlessly integrated the brand’s bold identity, resonating with audiences who appreciate unconventional, authentic content. Michelle’s work expanded Peelz’s appeal, merging art with marketing in a memorable way.
Bold Creator #3: Kimberly Anne of @itskimtish
Kimberly brought her signature vibrant style to the campaign, creating an eye-catching tablescape reel that transformed Peelz mandarins into an essential part of the visual story. Her content delivered big, racking up over 1.2 million organic views on Instagram and demonstrating an ideal blend of relatable charm and striking aesthetics. Kimberly’s knack for creating beautiful, shareable content made her post a standout, driving brand awareness with an authenticity that kept viewers hooked and excited about Peelz.
Videos That Tap into the Interest Graph
These videos are designed to capture audience attention by tapping into the Interest Graph—focusing on what viewers love, follow, and engage with. Each video in this section creatively integrates Peelz within trending interests and unique styles, making it highly shareable and instantly relatable. By aligning with audience passions, these videos drive stronger connections and engagement, putting Peelz front and center for fans across diverse niches.
Outside the Box Creators
The “Outside the Box” influencers pushed creative boundaries, using bold visuals and unique storytelling to give Peelz an edgy, unexpected flair. With creators like @akana_official, whose humor-driven videos captured 2.3 million TikTok impressions, and @360val, whose summer-themed Instagram posts racked up 2.5 million impressions, this group made Peelz feel fresh and crave-worthy. Their distinctive, unconventional styles resonated strongly with audiences, embodying Peelz’s rebellious personality.
OTB Creator #1: Dani Dazey of @danidazey
Dani Dazey (@danidazey) is a renowned fashion, print, and interior designer celebrated for her vibrant, maximalist style whose work has been featured in publications like Architectural Digest, Domino, and Dwell. Dani crafted a captivating collection of 60s-inspired content. Her unique approach seamlessly integrated Peelz products into retro-themed visuals, aligning with the brand’s bold and edgy identity. Dani’s content not only showcased the product but also resonated with audiences, enhancing Peelz’s appeal through her distinctive artistic lens. Dani’s ability to blend fashion, art, and interior design elements brought a fresh perspective to the campaign, making her contributions stand out and effectively engaging viewers.
OTB Creator #2: Kelli Erdmann of @kelladactyl
Kelli Erdmann (@kelladactyl) is a professional dancer and content creator renowned for her innovative filmmaking, where she masterfully combines choreography with creative editing. Her Reel for the Peelz Citrus campaign was a standout, drawing in 3 million impressions and achieving an impressive 113% view ratio. With her following of 2.7 million, Kelli’s content secured 19K engagements, showcasing a True Engagement Rate of 0.60%. Her visually captivating style and seamless integration of Peelz into her dynamic dance routine brought the brand to life in a fresh, engaging way, resonating with audiences and driving high visibility for Peelz.
OTB Creator #3: Akana of @akana_official
Known for her humor and high production values, Akana was the perfect match for Peelz’s bold, youthful vibe on TikTok. Her content highlighted Peelz as the ultimate, fun-to-eat snack, cleverly tapping into nostalgia while keeping the brand fresh and relevant. With nearly 2.3 million impressions, Akana’s videos sparked high engagement and capitalized on TikTok’s trending content style, proving that humor paired with high-quality visuals can capture massive audience attention and reinforce the brand’s personality.
OTB Creator #4: Khris @khris_bajis
In the Peelz Citrus campaign, Khris Bajis (@khris_bajis) was featured in the “Outside the Box” category. Her content showcased a unique blend of retro fashion and lifestyle elements, seamlessly integrating Peelz products into her distinctive aesthetic. This approach not only highlighted the product but also resonated with her audience, driving significant engagement and expanding the brand’s reach.
While specific performance metrics for Khris’s content are not detailed in the available reports, her innovative style and creative storytelling contributed to the campaign’s overall success. Her ability to present Peelz in a fresh and appealing light aligned well with the campaign’s objectives, making her a valuable contributor to the “Outside the Box” category.
Bold ideas. Cultural relevance. Data-first strategies.
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