The Kellogg Company

Brian Engelhardt, Brand Manager, Pop-Tarts
Angela Enochson, Promotions Manager

The Integer Group *Lead Agency

Michele Crowley, SVP
Kira Walstrom, Insights & Strategy Director
Katie Morgan, Account Director
Scott Compton, Account Executive
Ross Snodgrass, Group Creative Director
Bradley Hilton, Creative Director
Dan Delli Colli, Art Director
Brian Denison, Copywriter

Activision

Starcom

Pop-Tarts drove reappraisal with the teen and young adult markets by partnering with Activision to turn each pastry into a delicious power-up that helped gamers advance in the year’s biggest game, Destiny 2. An uncapped, one-for-one offer and robust digital campaign had gamers driving a +12.2% increase in sales vs. YAG and a +61.2% incremental dollar percent change vs YAG. Positive sales plus a landslide of earned media from teen and young adult gamers proved this to be Kellogg’s most daring and buzz-worthy multi-retailer campaign of 2017.