The Day by day Scoop: Permit Pop-Tarts’ model mascots to (re)introduce themselves.  


Pop-Tarts® introduces Agents of Crazy Good characters in new creative direction.

(Photograph Credit score: Kellogg Firm)

What’s previous is new once more—form of. The Kellogg Firm is placing a contemporary spin on its Pop-Tarts characters, which have been featured within the model’s commercials within the early 2000s, as reimagined “Brokers of Loopy Good” in a 360 marketing campaign, in response to a Cision PR Newswire press launch. 

The model’s new inventive path suits present occasions because it expands into snacking territory, with characters reminiscent of Frosted Strawberry, Brown Sugar Cinnamon and Scorching Fudge Sundae now joined by a squad of Bites.  

The marketing campaign modifications the throwback narrative because the earlier iterations of the characters sometimes prevented being eaten. The brand new variations of the characters fortunately—maybe alarmingly—embrace it and “problem expectations for the place the model can present up subsequent—all whereas rallying for an opportunity to be your subsequent snack.” 

The marketing campaign’s July twentieth activations debuted on digital and social channels and through San Diego’s Grownup Swim Fest. The characters may also be featured in advert spots, model occasions and social content material to advertise opportune snacking moments.

Why it issues: What’s to not love about anthropomorphic pastry treats? 

The Pop-Tarts’ character revamp reveals that the corporate is making an attempt to seize previous and current audiences with the interactive, loveable characters by means of their multiformat launch.  

Kellogg is conserving a pulse on what shoppers need and crave with their Pop-Tarts snacking experiences, which have blossomed past breakfast time to anytime.  

“We acknowledge there’s a rising pleasure for our taste choices throughout breakfast and snacking events,” Pop-Tarts’ Senior Advertising Director Heidi Ray mentioned within the launch. “This new inventive path reinforces Pop-Tarts as an anytime meals whereas concurrently delighting followers with characters that remind them of their childhood love of Pop-Tarts.” 

This snacking-forward transfer is motivated by a 17% improve in adults snacking since 2019, in response to information from Circana/SupplyTrack. 

The marketing campaign is making good on what’s previous with a brand new twist by being extra engaging and scrumptious to suit the present media panorama’s urge for food. Pop-Tarts’ characters are even on Instagram as they encourage followers to comply with them on their touring adventures with the newest one on the Grownup Swim Pageant. 

Pop-Tarts has been round for almost 60 years however the model continues to be discovering new methods to slay starvation and keep related and related to newer audiences.   

Manufacturers, contemplate former concepts that you may tweak and reimagine for right now. You won’t have tasty strolling, speaking mascots, however you may faucet into the previous and discover a technique to fill a sure want or need on your stakeholders now.  


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Sherri Kolade is a author at Ragan Communications. When she shouldn’t be along with her household, she enjoys watching Alfred Hitchcock-style movies, studying and constructing an authentically curated life that features greater than sometimes discovering one thing deliciously fried. Comply with her on LinkedIn. Have an ideal PR story concept? Electronic mail her at 



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