Creating work for Gen Z is fun. No question. So are cinnamon buns. Creative agency, Chemistry, cinnamon bun brand, Cinnabon, gave Gen Z a month of fun with a social stunt to promote the Cinnabon Churro that began with the introduction of Churrobon, the antithesis of Cinnabon, an edgy and dark character.

On February 3, a post appeared on Cinnabon’s Instagram account, alerting followers that they had been made aware of a churro “fan” page parading as an official Cinnabon account. The post asked followers not to engage or interact with any handles using @churrobon. In just over two weeks, this post received over 12,000 likes and almost 130 comments.

This came following a series of rogue posts on the Cinnabon account from Churro that resulted in over 25,000 impressions for the brand.

On February 4, @churrobun, a burner account, serving as a chaotic counterpart to Cinnabon started trolling the brand. Edgy phrases have been posted, such as “from the churro comes the chaos” and “while being consumed by dread consume a churro.”

Each time Cinnabon posts Churro content, @churrobon will repurpose the posts. The campaign will continue to run until February 25, with more unexpected twists along the way.