Pop-Tarts the Return

To make year two of the Pop-Tarts Bowl outshine year one, we tossed out the sports sponsorship playbook and picked up Hollywood’s script, treating our campaign as a film franchise.

New narratives, new personalities, new twists to make it worth watching—the bowl game became a storytelling platform with our products as the main characters, elevating a standard advertising medium into a must-see piece of entertainment.

We were able to activate and engage fans from our announcement moment in mid-November through to the game itself at the end of the year, earning 19.6 billion impressions, creating 9x more conversation than all other non-Kellanova bowl games combined, catapulting new Frosted Cinnamon Roll to become Pop-Tarts’ fastest growing flavor innovation, and selling 8+ million more pastries in the month following the game.