POP-TARTS CRUNCHY POPPERS–Let's Get Loud
We put Pop-Tarts’ latest (and crunchiest) innovation on the map, in the LOUDEST way possible. A multi-phase campaign made sure Pop-Tarts Crunchy Poppers became the highest-reaching sweet snack launch in Kellanova history. To help audiences truly feel the Crazy Good Crunchiness, Pop-Tarts set out to do one thing: empower your LOUD.
Role: Art Direction, Design. Pre-production, production + post-production.
THE LAUNCH
We kicked off the launch with a bold, product-forward photoshoot to announce the innovation, paired with content in collaboration with What’s Poppin’ with Davis, bringing extra crunch, personality, and cultural relevance to the rollout.
INFLUENCER ENGAGEMENT
We created PR mailers that were unconventionally loud by design, complete with playful notecards that matched the bold energy of the launch.
CRUNCHY POPPERS PULLOVER
We launched the limited-edition Crunchy Poppers Pullover to make noise ahead of the 2024 Pop-Tarts Bowl, with exclusive jackets available on the Pop-Tarts Shop.
To bring it to life, we partnered with clothing designer Andrew Burgess (aka WandytheMaker), the creator of VividVisions, known for bold, custom streetwear crafted from thrifted and repurposed materials. He designed a loud, functional jacket featuring snack-ready pouches, debuted by football star Justin Jefferson.
RESULTS
