Pop-Tarts Extension Gets Push

Kellogg Co. uses action and adventure in a new TV campaign for its Snak-Stix extension of Pop-Tarts pastries.
Created by Leo Burnett, Chicago, one 30-second commercial breaking nationwide this week shows a boy who, according to a voiceover, is on a “mission.” He travels by land, air and sea before finding his mother, and the Snak-Stix.
“Don’t miss this snack in action,” the voiceover says as the spot concludes. There is no tagline.
“When we talked to moms, we found them saying their kids were always on the go, so we decided to show the kid in his fantasy world,” said Patrick McHugh, an associate creative director and copywriter at Leo Burnett.
The commercial, which has a heavy media run in August and September, also touts the snack’s break-apart feature and resealable pouch, highlights of its on-the-go quality, McHugh said.
The Snak-Stix extension campaign is separate from a more adult-oriented effort Leo Burnett created earlier in the year.
That campaign taps into adults’ nostalgia for Pop-Tarts with television spots showing the frosted toaster snacks forming “floral” arrangements to psychedelic music. The effort was tagged, “Tickle your senses.”
Kellogg, based in Battle Creek, Mich., spent more than $20 million last year on advertising the Pop-Tart brand, according to Competitive Media Reporting.