Kellanova

Heidi Ray, Senior Director, Marketing, Pop-Tarts
Devid Greci, Senior Marketing Manager

Weber Shandwick *Lead Agency

Michelle Connolly, Vice President, Strategic Planning
Leah Billion, Strategy Director
Jeffrey Spivock, Senior Vice President, Integrated Media
Callie Rapp, Vice President, Client Experience
Kaitie Ries, Vice President, Influence
Eva Coke, Manager, Influence
Burke Boggio-Hair, Creative Director
Alex Manosalvas, Creative Director
Grace Luepke, Manager, Client Experience
Natalie Biehl, Senior Associate, Client Experience
Yasmine Nur, Art Director
Nick Drew, Creative Director

In year with fewer new flavors launching than usual, Pop-Tarts needed a single flavor to drive unprecedented attention & sales. Usually, we launch flavors by storytelling the taste. But, needing atypical results, we took an atypical approach, communicating the vibe of the product, not just the flavor. We leveraged Banana Bread’s mood, partnering with influencers who brought Banana Bread to life alongside the coziest things: sweaters and grandmas. The launch drove more impressions than any flavor launch in 2022 or 2023 and higher sales velocity than a simultaneous flavor launch.