Fruit by the Foot, a legacy General Mills product, is actually longer than a foot. In fact, it’s closer to three feet, which can take a considerable amount of time to consume, inspiring a wacky campaign where teenage fans age several decades between the start and finish of the snack.

The brand, which hasn’t advertised in more than five years, was going for “relatable but ridiculous situations” for its new work called “Unwind Longer,” according to Stephanie Lensing, brand experience manager at General Mills.

Three ads, dropped on digital and social platforms, come from Dentsu Creative and director Pete Marquis of Good Behavior. Leaning into the oddball comedy that’s dominating TikTok, “Kiss,” “One-On-One” and “Trick” are intended to “do what we do best, and that’s not take ourselves too seriously,” Lensing told Adweek.

The category has become more competitive in recent years, with demand for Fruit by the Foot being “higher than what we could deliver against,” Lensing said. The brand has bulked up its distribution lately, touting the product to Gen Z for the key back-to-school selling season.