The tasty way to fiber with SNL-alum Cheri Oteri.

Let’s be honest: we all know what fiber is for, even if we don’t talk about it. We teamed up with comedian Cheri Oteri and, well, talked about it—albeit in a fun, tasteful way. The effort, ranging from paid digital spots to social GIFs and media relations outreach, promoted Fiber One’s line of cereals, including new Strawberries and Vanilla Clusters.

And if you look beyond Cheri’s obvious one-liners, you might be surprised to find a few other tongue-in-cheek references to fiber’s most famous effect. The fun opportunity for fans to discover all the hidden innuendos helped extend the campaign’s earned and social media potential.