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After 40 years of encouraging consumers to put Pop-Tarts in the toaster oven for breakfast, Kellogg’s is telling the public to put them in the freezer for a snack.
The Battle Creek, Mich., company is set to break an integrated marketing effort July 14 that introduces the tagline, “Freeze ’em. Then eat ’em.”
In addition to TV, radio and online ads from Leo Burnett in Chicago, Kellogg’s is promoting chocolate frozen Pop-Tarts and introducing a hot-fudge-sundae flavor through its sponsorship of the 39-city American Idols Live! Tour.
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