> ## Content Index > Fetch the complete content index at: https://giovanni-gallucci.ghost.io/llms.txt > Use this file to discover other available public pages before exploring further. # Nine Grams of Fiber and a Date on the Calendar - URL: https://giovanni-gallucci.ghost.io/nine-grams-of-fiber-and-a-date-on-the-calendar/ - Published: 2026-09-08T14:15:39.000Z - Updated: 2026-09-08T14:15:39.000Z - Description: Funday Natural Sweets walks into nearly 1,300 Target stores on September 13. Everybody is covering the fiber, which is the part they already did. The part in front of them today is a fixed public date, and most brands throw that away on one post. Plus the post, the still and a five-shot video. - Author: giovanni gallucci - Tags: Organic Social, Clean Label, Retail Distribution, Brand Positioning, Consumer Trends, Ingredients, Label Claims Listen to this episode of The Daily Trend Report, then use the piece below. [Funday Natural Sweets](https://www.linkedin.com/company/funday-natural-sweets?ref=giovanni-gallucci.ghost.io) hits nearly 1,300 Target stores on September 13\. Five varieties, Fruity Kangaroos, Fruity Koalas, Classic Aussie Mix, Peaches & Cream, Strawberry & Cream. No added sugar, no sugar alcohols, gluten-free, natural colors and natural flavors, and per [Food Business News](https://www.foodbusinessnews.net/articles/30905-funday-natural-sweets-to-make-us-debut?ref=giovanni-gallucci.ghost.io) the gummies carry up to nine grams of fiber per serving. The Melbourne brand did $100 million in sales over the past twelve months, per founder Daniel Kitay, who started it in 2020 and told [SmartCompany](https://www.smartcompany.com.au/retail/funday-aussie-lollies-1300-target-stores-us-expansion/?ref=giovanni-gallucci.ghost.io) on September 3 that they never wanted to rush the US just because it was a big opportunity. Everyone covering this is covering the formulation, and fair enough. Skipping maltitol and erythritol for prebiotic fiber is the harder road and it took six years. That is the reason a national chain cleared the shelf. But the formulation is the thing they already did. The thing sitting in front of them today is a date. ## The date is the free part They announced roughly ten days before the candy lands. September 13 is fixed, public, and on a calendar. That is a countdown a big brand pays an agency real money to manufacture, and it fell into their lap because a buyer picked a reset week. Most brands spend it on one post the morning of. Straight into nothing. Run it as a series instead. Tease it now, at five days out. Show the actual shelf on the thirteenth, the real aisle, the real tag, shot on a phone by whoever is closest to a store. Then hand the third beat to somebody else, because the third beat is not yours to shoot. Ask people to go find it. Somebody in a Target in Tucson films ten seconds of the bag in the aisle and tags you, and that clip outperforms anything your camera makes, because a stranger scrolling trusts another shopper more than they will ever trust your studio. Then keep going. Every new batch of doors is a new beat. This week we are in these markets, go find us. You are turning distribution, the most boring word in this business, into a series people follow. If you do not have 1,300 doors, make your own date. A flavor drop, a Saturday market, the first morning at a new account. Size does not matter here, fixed and public does, because people cannot show up for a thing they cannot put on a calendar. A small brand can run that ten times a year. Funday gets one. And nine grams of fiber in a bag of candy is a real thing that will happen to a real person who eats the whole bag. Name it first, in your own voice, with a wink. You want to be the one who says it, not the review section. A big brand's legal team will never let them joke about their own fiber, and that stiffness is the entire opening. ## Two campaigns last week, same lesson, opposite directions e.l.f. put a ten-foot pickle jar on Wright Ave at the Minnesota State Fair, the only official beauty brand at the fair, and wrapped the Skyride gondolas around three pickle-inspired Glow Reviver Melting Lip Balms called The Real Dill, e.l.f. von Dill and Spicy Lil' Dill. Per the company's [August 26 announcement](https://investor.elfbeauty.com/stock-and-financial/press-releases/landing-news/2026/08-26-2026-050119098?ref=giovanni-gallucci.ghost.io), the eyes.lips.fairgrounds. activation ran August 27 to 30. They did not buy attention. They set an object down in a place where a large number of people were already standing around with their phones out. The fair was the studio. Everyone walking past was unpaid crew. Ross went the other way the same week. [Summer's Over](https://www.adsoftheworld.com/campaigns/summer-s-over?ref=giovanni-gallucci.ghost.io), out of McKinney, follows one kid backward through the last days of summer and never shows the store or a rack of clothes. At full length it is a lovely little film. Here is the correction, and it matters more than the take. My own desk called it a thirty-second spot cut down to six. It is not. It is a :90, and per Campaign US the media plan ran a :30 and a :15 on broadcast, a :15 and a :06 on social, with OOH and audio through September 7\. So the compression on the social cut is fifteen to one, not five to one. A ninety-second sensory memory has no chance in six seconds. It lands as a mood board with a logo stapled to the end. Whether a piece works has almost nothing to do with the piece. It has everything to do with the room it walks into. e.l.f. built for the surface it was going to live on. Ross built something good and then shoved it through a slot it was never designed to fit. You do not need a fair sponsorship to run the e.l.f. side of that. Go where your people already gather with their phones up. The Saturday farmers market, the Friday night game, the line outside the one good taco place in town. Put something there worth photographing. You are renting a crowd that is already holding cameras and already in a decent mood. And quit cutting one edit for every platform. A six-second clip is not a shrunk-down long one. Different animal, different bones. ## Post this today Pasteable, for a brand with a fixed on-shelf date. Swap the specifics: *Five days out. Our stuff hits \[retailer\] shelves on \[date\] and I have no idea what the tag is going to look like in person. If you spot it before I do, film ten seconds and tag us. First person who finds it in the wild gets a box, and I get to see the shelf through somebody else's phone, which is the only way I want to see it.* That copy does three things. It sets a clock, it asks for a specific action that costs ten seconds, and it admits the brand does not control the aisle, which is true and reads as true. ## The still Shoot the product in a hand, in real light, at the height a shopper's eye actually meets a shelf. Not a flat lay. Not a lightbox. If the shelf does not exist yet, shoot the case in the back of a vehicle with the tailgate down, or the pallet on the warehouse floor with the wrap still on it. The unfinished version is the one that gets believed. Yellow holds up well against retail lighting if you need something in frame to carry the brand, a mug, a marker, a strip of tape on the box. ## The video, 15 to 30 seconds, shot on a phone today Vertical, no captions burned in, sound on. Shot 1, 0:00 to 0:03\. Hands holding the product, close, no face. One line of voice: this is on shelves in five days. Shot 2, 0:03 to 0:08\. Whip to a wall calendar, a phone lock screen, or a piece of paper with the date written in marker. Hold on the date long enough to read it. Shot 3, 0:08 to 0:16\. The one honest thing about the product, said out loud by the person who made it. Not a benefit, a quirk. The fiber thing. The weird texture. The reason it took six years. Talk into the phone at arm's length, one take, and do not re-shoot it clean. Shot 4, 0:16 to 0:24\. Walk toward a door or a truck, still talking, and land the ask. Go find it, film it, tag us. Shot 5, 0:24 to 0:28\. Product on a hard surface, hand pulls out of frame, silence. Cut. No music. No title card. If you cannot say the point out loud in one take, the point is not ready. ## The read Funday spent six years earning a shelf and got a date thrown in for free. That date is worth more than most brands' entire content budget for the quarter, and almost everybody throws it away on a single launch-morning post, because nobody on the team ever thinks of a calendar as an asset. Look at your next ninety days. Find every fixed public date you already have and are not using. That is your content calendar, and you already paid for it. The show is the briefing, this is the extension, and the post is what you do with it. Subscribe to The Daily Trend Report on [Apple Podcasts](https://podcasts.apple.com/us/podcast/the-daily-trends-report/id1896763846?i=1000785549310&ref=giovanni-gallucci.ghost.io) or [Spotify](https://open.spotify.com/show/033jcZwbZNGKpeUTRJvt1J?ref=giovanni-gallucci.ghost.io). If the content is the piece that keeps slipping at your brand, the video you meant to shoot, the photos, the carousel that never got built, that is the work I actually do. Short-form video, photography, the posts, the whole stack, for people who sell food and drink for a living. Come find me on [LinkedIn](https://www.linkedin.com/in/galluccinet?ref=giovanni-gallucci.ghost.io).