Kellanova, Weber Shandwick win first-ever Grand Prix for
Brand Experience & Activation
CHICAGO, June 21,
2024 /PRNewswire/ -- Kellanova's Pop-Tarts brand
earned a top honor at the 2024 Cannes Lions International Festival
of Creativity Thursday, winning the first-ever Grand Prix for its
Edible Mascot activation. In partnership with Weber
Shandwick, Florida Citrus Sports, Publicis, and others, The
First Edible Mascot was a delicious move to place
Pop-Tarts at the center of the broader snacking conversation in a
Crazy Good way at the Pop-Tarts Bowl game.
"Receiving the Grand Prix at the Cannes Lions International
Festival of Creativity is a testament to the extraordinary
collaboration and innovation between Kellanova and our partners.
This award highlights the power of creativity and strategic
thinking in driving impactful brand experiences and business
value," said Charisse Hughes, SVP,
Chief Growth Officer, Kellanova. "I am incredibly proud of our
team's dedication and passion, which have not only brought this
imaginative concept to life but have also set a new benchmark in
the industry. This recognition is a remarkable achievement and an
inspiration for us to continue pushing the boundaries of what's
possible."
The Edible Mascot became the highlight of college football bowl
season, capturing more than 80% of game-related coverage for
Pop-Tarts, garnering more than 4 billion impressions, acquiring #1
million worth of first-party data, and generating 15 times more
brand mentions than other non-Kellanova sponsored bowl games
combined.
Sarah Reineke, Vice President of
Marketing at Kellanova, said this achievement is a nod "to the fact
that we are willing to push boundaries across all of our iconic
brands."
"The Grand Prix is an incredible honor," said Reineke. "Working
with our partners on this breakthrough, edgy program was a
testament to our BOLD culture. I can't wait to see where we're able
to take Pop-Tarts and our incredible portfolio of differentiated
brands."
This achievement underscores Kellanova's commitment to
creativity and strategic innovation, setting a new standard in
brand experience.
About Kellanova
Kellanova (NYSE: K) is a leader in global snacking, international
cereal and noodles, and North
America frozen foods with a legacy stretching back more than
100 years. Powered by differentiated brands including
Pringles®, Cheez-It®,
Pop-Tarts®, Kellogg's ®
Rice Krispies Treats®, RXBAR®,
Eggo®, MorningStar Farms®,
Special K®, Coco
Pops®, and more, Kellanova's vision is to
become the world's best-performing snacks-led powerhouse,
unleashing the full potential of our differentiated brands and our
passionate people. Our net sales for 2023 were $13 billion.
At Kellanova, our purpose is to create better days and ensure
everyone has a seat at the table through our trusted food brands.
We are committed to promoting sustainable and equitable food access
by tackling the crossroads of hunger, sustainability, wellbeing,
and equity, diversity & inclusion. Our goal is to create Better
Days for 4 billion people by the end of 2030 (from a 2015
baseline). For more detailed information about our commitments, our
approach to achieving these goals, and methodology, please visit
our website at https://www.kellanova.com.
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SOURCE Kellanova