CLIENT
The Kellogg Company
Brian Engelhardt, Brand Manager, Pop-Tarts
Angela Enochson, Promotions Manager
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
SUMMARY
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.