Pop-Tarts has been known for Crazy Good toaster pastries for almost 60 years, and now, with a new creative direction, has launched new 'agents of Crazy Good'.
The characters are representations of the toaster pastries brought to life and include Frosted Strawberry, Brown Sugar Cinnamon, Hot Fudge Sundae and a squad of Bites.
The ingenious crew come fully frosted and will appear in upcoming commercials, social content and brand events - debuting at the Adult Swim Fest that is starting on 20 July in San Diego - all aimed at enhancing snacking experiences for passionate audiences.
The campaign for the Kellogg’s brand taps into the nostalgia from the Crazy Good ads that ran in the 2000s but reimagined to fit today’s modern media landscape. In the original spots, the characters ran away from those who craved them, whereas the new spots flip that narrative, with the characters putting themselves in situations to entice humans to crave them for their next snack. This move comes as Pop-Tarts has seen a 17% increase since 2019 in annual eating per capita among adults during the snacking occasion.
“This new creative direction reinforces Pop-Tarts as an anytime food while simultaneously delighting fans with characters that remind them of their childhood love of Pop-Tarts,” said Heidi Ray, senior director of Marketing, Pop-Tarts.