Pop-Tarts
Fully Integrated Campaign, Commercial Spot, Celeb Talent, Instagram Live, Custom Merch, Social Extensions
Super Bowl Spot
“We fixed the pretzel” was a campaign that came from humble beginnings. In a small rural town in Nebraska… just kidding.
This campaign, originally a small-scale social launch, quickly grew into quite the opposite. Once the clients saw the idea they fell in love and cranked it up to 11. TV, OLV, social, merch, oh and the Super Bowl. You name it, they wanted it, and we did it.
“We fixed the pretzel” was based around tongue-in-cheek, self-aware informercial tropes with the :30 Super Bowl spot being the cornerstone of the campaign. Following the national broadcast of the spot the viewers were led to a live 20-minute infomercial where they could win Pop-Tart Pretzel branded merch and of course… Pop-Tarts.
The Super Bowl was a first for Pop-Tarts, MRY, and myself.
:30 Spot
:15 Teaser
This was my favorite piece from the campaign. And if we’re being honest it’s because there is a little bit of yelling and a little bit of destruction. It’s no monster trucks jumping over bald eagles with fireworks shooting off in the background while Springsteen sings born in the USA… but I’ll take what I can get.
Integrated Live Giveaway
Once viewers saw the commercial spot they were directed to our IG Live feed where we ran a 20-Minute long variety show. There was even more pretzel destruction, product and custom merch giveaways… and as is tradition on classic variety shows, a tutorial on how to use a toaster.
Extra Toasty Merch
Respect The Drip Karen.
In addition to free Pop-Tarts we gave away a ton of free merch, designed by yours truly, to fans who participated in the Instagram Live variety show. They slid into our DMs and we slid them into some fresh gear.
