Pop-Tarts SUPERBOWL

The Kick Off

“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.

:15 Teaser

This was my favorite piece from the campaign. Probably because there is a little bit of yelling and a little bit of destruction.

20-Minute Live Stream Infomercial

It was 20 minutes of pure chaos. Every moment teetered on the edge of complete failure. And I loved every second.

RESPECT THE DRIP KAREN

In addition to free Pop-Tarts we gave away a ton of free merch to fans who participated in our live stream in Instagram Live. They slid into our DMs and we slid them into some fresh gear.

BTS

Here’s a few behind-the-scenes goodies.