​​​​​​​The Sour Punch Pickle Roulette tray launched onto the eCommerce stage just in time for April Fool's Day 2023. Within a mere 48 hours, the product was swept off virtual shelves, boasting a staggering 1,600 orders, with 1,500 of them coming from brand-new customers. The launch catapulted our direct-to-consumer (D2C) site traffic by an astonishing 1,542%. The response was so overwhelming that what started as a prank for April Fool's has now become a mainstay on the shopping lists of consumers nationwide.
The innovative concept of Pickle Roulette was a playful nod to the suspenseful roulette-style gameplay where daring souls were encouraged to "taste to test your odds." Each tray was packed with an irresistible assortment of flavors, including Green Apple, Lemon Lime, Watermelon, and the surprise hit - PICKLE. In just a few short days, Sour Punch transformed an April Fool's gag into a bona fide sensation. 
The success of the Sour Punch Pickle Roulette tray launch can be attributed to a well-executed and multi-faceted product launch. This included the introduction of the New Pickle Roulette flavored Sour Punch tray, eye-catching packaging graphics, strategic social media posts (both organic and paid), a compelling landing page, engaging e-blasts and SMS Messages, captivating video assets, and influential content. A key element of our strategy was the use of ShortStack to engineer a spin-to-win giveaway, enticing participants with the opportunity to win discounts, free trays, or even pickleball sets. The results were impressive, with a staggering 50,394 unique views, 41,847 leads, and an email open rate of 52%, representing a growth of over 400% compared to our previous April Fool's Day campaign in 2022.
Our strategic use of social media greatly influenced the success of the Sour Punch Pickle Roulette tray launch. Leveraging the power of influencers, as well as paid and organic content developed in-house, we generated over 7.2 million impressions. This is a significant achievement, considering our follower count at the time was approximately 2.2 million. Engagement levels soared, with over 520,000 interactions, 55,000 reactions, 43,000 comments, and 39,000 link clicks, culminating in a staggering 24,000 shares.
Back to Top