In this episode of Inside the Creator Economy, we're joined by Vendela Grahn, Head of Brand at Redhead Snacks, for a conversation that challenges how brands think about social media, creativity and cultural relevance.

Redhead may be a snack brand, but it operates just as much like a content company. And behind its distinctive approach is a team that doesn't just follow internet culture. They're part of it.

Vendela shares how growing up in fandoms and online communities shaped her approach to marketing, why understanding a platform's language goes far beyond following trends, and why some of the most valuable creative talent might never have studied marketing at all.

We also explore how Redhead is building an identity beyond its famous founder, Mauri Hermundsson, why brands aren't always welcome in online conversations, and what happened when a team that's deeply skeptical of AI decided to experiment with AI-generated content.

From hiring fangirls to questioning traditional content calendars, this episode offers a different perspective on what it really takes to build a brand that belongs in internet culture.

We also get into:

• Why Redhead treats its chips as props, not the main event
• How Mauri went from every TikTok to every fifth
• Why HBO is hiring fan editors
• How trends travel from X to TikTok, Reels and Facebook
• Why Redhead ditched rigid content calendars for daily trend check-ins