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AdFreak

Have You Heard of Kum & Go's Kyle Scheele Meale? A Look Inside the Stunt That Swept TikTok

The brand gives Adweek the scoop on the campaign that fooled America (for a good cause)

A collage of TikTok snapshots that led to The Scheele Meale
The Scheele Meale includes a pizza sandwich (that is, two slices of pizza smashed together) and a 12 oz. can of Red Bull.Kum & Go
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By Shannon Miller

November 19, 2021

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If you’ve spent any time on TikTok over the past few days, you may have seen the story of author Kyle Scheele and Midwestern convenience store chain Kum & Go. It’s a rather wholesome stunt that has gained serious steam on social media.

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Shannon Miller

  • @ShannonL_Miller
  • shannon.miller@adweek.com

Shannon Miller is Adweek's creative and inclusion editor and host of the Adweek podcast "Yeah, That's Probably an Ad."

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