May 04, 2012 • By

Linsanity over fruit snacks

It may look real, but a basketball jersey that’s now hanging on New York Knick star Jeremy Lin’s wall might best be kept under glass.

Though, it will come in handy for his hunger if he wears it when he plays because the jersey is made out of Fruit Roll-Ups. He might return to the Knicks lineup soon, after recovering from knee surgery.

Lin, the focal point of “Linsanity” in the sports world during the National Basketball Association season, tweeted a photo of the jersey yesterday, saying he “would eat it if it wasn’t framed.”

The Betty Crocker Snacks team had the Saatchi & Saatchi agency create the jersey, in response to a tweet Lin sent expressing his love for fruit snacks.

I talked to Angela Ma, an integrated marketing communications planner at General Mills, who helped send the jersey and a gift basket of products to Lin.

Angela says it’s an example of how our brands often “surprise and delight” fans – sports stars or not – who tweet about their favorite products.

Enjoy the jersey, Jeremy … under glass!