April Fools' Day round-up 2026

I was fooled once, so this year, dear readers, I endeavour to list the offending campaigns that might otherwise hoodwink you (when you most suspect it). Be wary, readers, and happy April Fools' Day.

In around 2019, when I would occasionally rent my flat on Airbnb, I received a text message, apparently from a friend of a previous tenant keen to rent my place (the trickster did their homework as they got the ex-renter's name correct). The messages became increasingly bizarre as they demanded I make space for their Shetland pony in my living room. Much to my chagrin, I was taken in (by my brother-in-law James, incidentally).

Similar jocularity is on full display this year by the creative industry, and below are a few of the cheeky fake-outs that caught my eye.

Heathrow Express x PureGym: the ‘Training Train’

Heathrow Express and PureGym have (allegedly) teamed up for a stunt that transforms the 15-minute journey from Paddington to Heathrow into the UK’s first ever onboard workout.

The idea imagines passengers doing a full pre-flight gym session on the train, complete with “overhead locker lifts,” “luggage lunges,” “duty-free curls” and “passport pocket squats,” turning a routine transfer into a tongue-in-cheek fitness experience.

The campaign is built around a simple joke with a strong travel insight: airport journeys are already oddly physical, so why not lean into the absurdity and make the journey itself part of the holiday prep.

Frankly, I kind of like the idea, and can see a mini workout to look ‘beach body ready’ (as if it’s not already a little late) being a good shout. Regardless, good fooling Heathrow Express.

Bolt Food: SnackBag

Bolt Food’s April Fools’ idea, SnackBag, is an edible delivery bag that supposedly tastes like the dessert you crave after a meal.

The joke is deliberately over-the-top, but the campaign gives it a smart twist by pairing the prank with a real dessert giveaway on Bolt Food’s global Instagram account.

The hero film is the strongest part of the concept: it directly nods to Andy Warhol’s famous Burger King scene, reimagined in a deliberately spare VHS-style setup where an artist finishes a Bolt Food meal and then eats the bag as dessert.

A fair bit of effort went in here then, so hats off.

Dole: Tinned Hawaiian Pizza

Dole has leaned into the ‘pineapple-on-pizza’ debate with ‘Tinned Hawaiian Pizza’, a fully assembled Hawaiian pizza sealed inside a tin.

It’s basically an exaggerated convenience product that turns a divisive food argument into a neatly packaged gag, while still keeping the brand’s pineapple at the centre of the story.

The joke pushes Dole’s familiar product territory into absurdity without losing relevance. The 'pineapple on pizza' thing is a little played out - but hard to resist from Dole, I guess.

Vaseline: Official Nipple Protector

Lastly, dear readers, the April Fools' that never was. Alas, this intriguing campaign raised our suspicions, but it has been confirmed as legit. We thought it worth the coverage, however, so we have left it in for your perusal!

Vaseline has (yes, really) been named the ‘Official Nipple Protector of the 2026 TCS London Marathon’ in a campaign that turns one of running’s most common problems into a headline-grabbing partnership. The idea draws attention to a topic runners already know all too well.

During race week, Vaseline will be supporting runners with product access at the London Marathon Running Show and on course, alongside educational content around prevention and preparation.

We'll eat our hat.