Pop-Tarts Cooks Up ‘Edible’ Promo

NEW YORK What did the Gingerbread Boy say to everyone he met? Or which vegetable is usually used for a snowman’s nose?

These are two of over 200 edible “Trivial Pursuit for Kids” questions and answers that will be imprinted on millions of Strawberry Pop-Tarts in a yearlong “Printed Fun Pop-Tarts” promotion between Kellogg and Hasbro, kicking off this week.

It is the first time Kellogg is using an edible “ink-jet” food technology on the best-selling brand, which targets young consumers with a hankering for all things interactive.

Kellogg will incorporate the characters, facts and questions of the highly popular Hasbro game on brightly colored packages. “We wanted to deliver the highest interactive experience and engagement with the brand,” said a Kellogg rep.

The effort will be touted in print ads, via Publicis Groupe’s Leo Burnett in Chicago, and in-store displays.