In-Game Power Play
With core consumers aging out of the brand in favor of other snacks and treats, Pop-Tarts faced declining household penetration and lagging sales. To stem these declines, the brand needed to reconnect with its older, lapsed consumers and reignite their love for Pop-Tarts.
Use Pop-Tarts to feed their passion by turning every pastry into an in-game power-up for the launch of the year’s biggest game, Destiny 2. An exclusive national offer gave shoppers a free XP Boost with every single purchase. The highly desirable offer drove gamers in store over and over again to take full advantage of the offer and level up within the game as quickly as possible.
The program shattered expectations, gaining significant share with 18- to 34-year-olds and delivering 3X the highest Kellogg’s Family Rewards response of any receipt redemption program ever.
+61.2% increase in incremental sales
+12.2% increase in sales