Kelloggs ‘Pop Tarts’
A classic snack was back. Here’s how we helped consumers know.
Background
Kelloggs reintroduced their classic Pop Tarts into the grocery channel in 2014. To support the re-launch in Australia, Kelloggs instigated a comprehensive below the line campaign supported by an innovative social and digital strategy.
How we helped – integrated experiential marketing
It was time to hit the ground with our specialised experiential marketing services. We devised a targeted location strategy that included appearing in venues with a proportionally high number of the intended audience. We then managed the roadshow for the Pop Tarts airstream caravan including transportation, storage, bump-in and bump-out. Sampling of Pop Tart ice cream sandwiches was promoted using a social currency strategy on Instagram. And we implemented a give away and redemption centre for those customers that purchased Pop Tarts in nearby supermarkets. We provided the client with detailed weekly reporting including a show reel of activities.
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