Pop-Tarts launches new marketing campaign

Kellogg Co. (NYSE:K) has announced a new creative direction for its Pop-Tarts brand of toaster pastries with the introduction of the “Agents of Crazy Good” characters.

According to the company, the new characters are representations of the toaster pastries brought to life: Frosted Strawberry, Brown Sugar Cinnamon, Hot Fudge Sundae, and a squad of Bites. This animated crew will be featured in a marketing campaign encompassing digital and social content, strategic partnerships, and experiential activations.

“We recognize there is a growing excitement for our flavor offerings across breakfast and snacking occasions,” said Heidi Ray, senior director of marketing for Pop-Tarts. “This new creative direction reinforces Pop-Tarts as an anytime food while simultaneously delighting fans with characters that remind them of their childhood love of Pop-Tarts.”

The brand debuted the characters across digital and social channels and at Adult Swim Fest in San Diego on July 20. The advertising spots created by Formerly Known As agency, will feature the characters in a series of television commercials that will begin airing in September.

Photo: (From left) The Pop-Tarts characters Frosted Strawberry, Brown Sugar Cinnamon, Hot Fudge Sundae, and a squad of five Bites. Photo courtesy Kellogg Co.