April Fool’s Day has become a key moment for brands to connect with their audience through lighthearted day campaigns. What started as a day for playful pranks has evolved into a clever marketing campaign opportunity that blends humour with strategy.
From surprise tweets to fake product drops, top brands use April 1st to spark conversation, boost brand awareness, and show off their creative side. A well-timed April Fool campaign can go viral, but it all depends on getting the tone right.
And the results speak for themselves — brands with good April Fools content more than tripled their engagement per post. While April Fools can be a risky venture, data shows that engagement on this day is often much higher than a brand’s average post interactions.
Done well, an April Fools Day campaign is more than just fun — it’s a smart day marketing campaign that leaves a lasting impression.
Key Topics
Why April Fool’s Day Works for Marketing
April Fool’s Day offers brands a rare blend of cultural timing and creative freedom. It’s the perfect excuse to roll out a day prank, poke fun at the norm, and connect with audiences through a shared sense of humour.
Big brands like McDonald’s (remember the milkshake sauce pots?), Tinder with its pet astrology feature, and Duolingo’s toilet roll prank in 2021 have shown just how effective these playful April Fool’s Day campaigns can be. They’re more than just gags — they’re smart marketing strategies designed to boost brand awareness and reach.
Audiences are primed for a surprise on April 1, making it the ideal day to test the waters. A well-executed April Fool’s campaign can:
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Humanise your brand – Showcasing your lighter side helps audiences connect with you on a more personal level, breaking down the formal tone of traditional marketing.
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Spark buzz – Whether it’s a viral tweet, cheeky email, or absurd product tease, these pranks are designed to get people talking, sharing, and tagging friends.
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Deliver big impact on a lean budget – With the right idea, even a small activation can generate widespread attention and coverage — without needing a big media spend.
For marketers looking for ideas from top brands, April is packed with marketing ideas that blend humour, timing, and creativity — and that’s what makes a great April Fool’s.
Brands Campaigns That Had Us Fooled (and Delighted)
Every April Fool’s Day marketing season brings with it a mix of creativity, boldness, and absurdity — and many brands have turned these moments into campaigns that drive real engagement. From clever email marketing to viral Twitter threads, the following iconic April examples show how to blend humour with brand strategy in a way that resonates.
1. Elmhurst – OAT NO!
Subject Line: We’re Not Fooling Around: Grab your Elmhurst Oat by Sunday, April 5!
Why It Stands Out: Launched on April 1, this day email played into real scarcity, warning fans oat milk was disappearing. The drama grabbed attention, but the truth? Just a temporary pause for Passover. It’s a good April example of turning a stock issue into a clever April Fool’s prank that aligned with the spirit of April and customer interests.
2. Bonobos – Your Mini Horse Is On Its Way!
Subject Line: Your Mini Horse Is On Its Way!
Why It Stands Out: This April Fool’s Day prank nailed the tone of voice with a fake shipping confirmation for a $3,499 mini horse named Lil’ Dusty. The copy was full of humorous content — fake shipping times, a “live feed,” and a tracking button — giving Bonobos a bit of fun that got everyone talking. These are the content ideas that build brand love.
3. Brilliant Earth – Say “Yes!” (Without Buying a Ring)
Subject Line: Say “Yes!” (Without Buying a Ring)
Why It Stands Out: Brilliant Earth posted a tweet teasing engagements without a ring, promoting an AR filter that placed a virtual one on your finger. It was a unique April twist on their “try-on” feature — cleverly blending tech with emotional appeal, a subtle way to improve user experience and still create content that gets shared around April.
4. ThirdLove – Support for All Sizes… Even Furry Ones!
Subject Line: Support for All Sizes… Even Furry Ones!
Why It Stands Out: ThirdLove jumped into April Fool’s marketing with bras for dogs. As wild as it sounds, the product visuals were slick enough to go down well. It’s one of those ideas for April Fool’s that walks the line between ludicrous and believable — a fun ad campaign that subtly reminds people of the brand’s inclusive ethos.
5. TourRadar – Book a Trip, Get a Free Llama!
Subject Line: Book a Trip, Get a Free Llama! (No, Seriously…)
Why It Stands Out: This campaign nailed the absurdity angle with bold imagery and a too-good-to-be-true promise. As a travel brand, offering a free llama added a playful twist to their booking flow, and the tagline made sure readers read that right. These are the kind of April fools’ day stunts that generate serious content strategies for brand storytelling.
6. West Elm – Thanks for Your Order!
Subject Line: Thanks for your order!
Why It Stands Out: A fake receipt email that drew clicks and then revealed an April Fool’s message — paired with a genuine discount. The blend of email marketing psychology, food for thought humour, and real value made this one feel less like a day joke and more like a memorable interaction. A great tactic to build brand trust while making people smile.
7. Warby Parker – Stylish Specs for Your Pup!
Subject Line: Stylish Specs for Your Pup!
Why It Stands Out: This lighthearted launch of eyewear for dogs ticked all the right boxes — fun design, shareability, and strong brand alignment. It reminded us of when Heinz and Innocent did their own April Fool’s pranks, proving that clever visuals paired with an imaginative tagline can print money directly in terms of engagement.
8. KIND – Pumpkin Spice… in April?!
Subject Line: Pumpkin Spice… in April?!
Why It Stands Out: On April 1, KIND posted a tweet announcing a Pumpkin Spice bar — way ahead of schedule. It was a subtle jab at seasonal obsession and turned their typical product launch into a best April Fools moment. Clean visuals, a playful concept, and spot-on timing made it an ad campaign that added a warm twist to spring.
These April fools day marketing campaigns prove that when brands embrace the unexpected — whether through a llama giveaway, a dog bra, or a tulip-inspired prank — they can create content that entertains, connects, and sometimes even print money. For marketers looking to make a splash around April, it’s clear: the day is a great opportunity to blend humor and creativity with strategic intent.
What Makes an April Fool’s Campaign Work
A successful April Fool’s Day prank is more than just a good laugh — it’s a clever mix of timing, tone, and creativity that clicks with your target audience. Whether you’re launching a new feature, teasing a whopper of an idea, or just having a laugh with friends and coworkers, here’s what separates the best from the rest:
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Stay true to your brand – Authenticity is everything. A playful brand like Duolingo can go bold with absurd stunts, while others might lean into satire. Think of McDonald’s and its chips into a milkshake stunt — it worked because it felt true to the brand’s voice.
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Make the prank land clearly – Your audience should get the joke. Avoid causing confusion or crossing the line, especially post-COVID-19 where sensitivity matters more than ever. If people aren’t sure whether it’s real — like when weetabix posted a tweet pairing weetabix and heinz beans tin — the surprise adds to the charm.
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Design for shareability – Strong visuals and snappy copy go a long way. Remember when PayPal posted a tweet about users printing money directly from their phones? Or when Heinz baked beans turned up in unexpected places? These visuals help a prank stick — and spread.
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Get the timing spot on – One April morning is all you’ve got. Launch early to catch that morning scroll and ride the buzz throughout the day. Brands like Weetabix, Duolingo, and McDonald’s understood that on 1 April (and even up to 15 April, when people are still talking), timing is everything.
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Use April Fools wisely – Out of the 140 brands that roll out April Fool’s pranks each year, only a handful truly nail it. Those that do manage to blend content ideas with brand purpose — whether that’s ever been on a date-style humour or a nod to bizarre moments like the offering of a weetabix with beans.
When done well, these campaigns don’t just entertain — they spark conversation, build connection, and sometimes, like the whopper and brushing your teeth prank, become unforgettable moments in brand history.
Boost your eCommerce brand with expert marketing strategies that drives engagement, conversions, and customer loyalty.
When the Joke Doesn’t Land
Not every April Fools Day prank goes to plan — and when it misses, it can miss big. Today’s audiences are sharper than ever when it comes to tone of voice, timing, and brand authenticity. What might be intended as playful can quickly come across as insensitive or out of touch if the topic doesn’t land well.
We’ve seen brands stumble with jokes about layoffs, misleading product announcements, or stunts that veer too close to sensitive territory. And then there are moments that go viral without even trying — remember when Weetabix posted that tweet of their breakfast cereal paired with Heinz baked beans? It wasn’t even part of an April Fool campaign, but it showed how quickly a seemingly harmless post can become a trending topic — for better or worse.
The takeaway? Know your audience. A cheeky line like “ever tried dipping your chips?” might land brilliantly for a playful brand like McDonald’s. McDonalds once incorporated it into their April Fools’ Day marketing campaign to great effect, but not every brand can pull off that kind of humour effectively. If it doesn’t suit your tone, values, or customer expectations, it’s better to skip the joke than risk becoming a 2022 headline for the wrong reasons.
In short — don’t just jump on the April Fool’s bandwagon for the sake of it. Sometimes, the smartest campaign is knowing when not to run one.
Planning Your Own April Fool’s Campaign
Thinking of joining the fun this year? A successful April Fool moment doesn’t happen by accident — it takes forethought, timing, and alignment across the team. Whether you’re a bold brand like McDonald’s or something more understated, planning is key.
Here’s how to get it right:
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Start early – The best campaigns aren’t rushed. Give yourself time to develop the idea, get internal buy-in, and ensure it fits your tone. Whether it’s a fake tulip-powered tech launch or a nod to “ever been on a date?” humour, thoughtful planning pays off.
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Check with legal – Yes, even pranks need a green light. Especially in a post-COVID-19 world, sensitivities matter more than ever.
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Test it internally – Gut-check your idea across departments to make sure it lands as intended.
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Be ready to engage – Once it’s live, stay active. Respond to comments, embrace the buzz, and keep the tone light and fun — the reaction is half the campaign.
Trends to Watch for in 2025
As April Fool’s Day marketing evolves, brands are pushing boundaries with tech, creativity, and unexpected partnerships. Here’s what’s likely to define the next wave of standout campaigns:
- AI-generated hoaxes – From deepfake product demos to eerily realistic announcements, AI will enable brands to create pranks that blur the line between fiction and reality — and spark plenty of double takes.
- Interactive and immersive experiences – Expect more use of AR, VR, and gamified content. Whether it’s a chatbot with a cheeky personality or an augmented tulip garden that talks back, brands will invite audiences to play along.
- Collaborations and unexpected crossovers – Think McDonald’s teaming up with a fashion label or a luxury brand launching a prank with a fast-food twist. The weirder the pairing, the more viral the potential.
Final Thoughts
April Fool’s Day isn’t just about the prank — it’s about creating moments of delight, surprise, and connection. Whether your approach is wildly inventive or subtly clever, the goal is the same: make your audience smile and feel part of something fun.
It’s one of the rare days when brands can throw out the rulebook, show a bit of personality, and still build brand love in the process.
Got something up your sleeve this year? We want to see it. Tag us, share your favourite campaigns — or better yet, create one that makes 2025’s list of the best. Let’s use April Fools to make marketing more memorable, one brilliant idea at a time.
