Weber Shandwick partnered with Pop-Tarts to launch a groundbreaking marketing spectacle during the Pop-Tarts Bowl, where Strawberry, the beloved anthropomorphic toaster-pastry mascot, descended into a giant toaster only to re-emerge as the toasted pastry version for the Kansas State football team.
Garnering viral attention on social media, the stunt has become parent company Kellanova’s biggest earned campaign in history, with an estimated $12.1 million worth of media exposure as of December 2023.
“I have to give a lot of credit to Weber Shandwick and our internal marketing team. A big part of this was listening to our consumer and using the outside-in approach to tell us what was going to resonate and break through culture. The parts that were humorous and maybe perceived as pushing the envelope a little bit, were really grounded in what we know about our consumers. And that gave us confidence in making those decisions,” noted Julie Bowerman, Chief Marketing Officer at Kellanova.
Read more in Ad Age…