RICE KRISPIES
With Leo Burnett and Kellogg’s
Pouring a bowl of Rice Krispies is like pressing play on a happy start to your day.
Creative Director for the first Rice Krispies Kid Spot the brand has seen in 20+ years! We turned Snap, Crackle and Pop into a band!
OFFICIAL LYRIC VIDEO
We created a Connected Pack experience where kids could scan a box of Rice Krispies to hear the band’s new track: Krispy Vibin’
TV :15
PODCAST
SPOTIFY PARTNERSHIP
We partnered with Spotify to create a custom digital brand experience where parents and kids can see which character's (Snap, Crackle or Pop) musical taste they most identify with via a playlist generator....and of course they can share this experience and playlists with other families!
KRISPY VIBIN’ SONG
“MADE TO MAKE”
Rice Krispies knows it’s the little moments that often make the biggest memories. With that in mind, I worked with an art director to launch a campaign called “Made To Make.” Because, sure, Rice Krispies are made to make treats. But they’re also made to make holidays more magical, rainy days more exciting, and simple mornings more memorable.
SOCIAL CONTENT
We worked with Pinterest and our media partners to surface relevant insights in support of the Made to Make program aligning with activities and trends. For example, Llama Birthday Party +1,910% YOY, S’Mores +25% YOY, Smoothie Bowl + 44% YOY. In this collaborative approach, Pinterest rich insights were able to fuel and influence creative production. In turn this content was more relevant on the platform leading to higher ERs and increased efficiencies.
RICE KRISPIES HOLIDAY + ELF ON THE SHELF
Imagination comes to life through the holidays and parents today are embracing their own in imaginative ways to ignite and keep up with their kid’s imagination. We decided to partner with Elf on the Shelf during the holiday season to be a part of the magic. Because Snap, Crackle, Pop are elves too and it’s a natural fit.
TOP PERFORMERS
The Holiday Color Guide pin below was a top performer across the Kellogg’s portfolio. Engagement Rate was well above CPG benchmark and it more than doubled the engagement rate of the other two static pins (IMP: 22,612,143 ER: 2.73 %).
We created one of the first “Talking Pins” on Pinterest. The Snowball Fight talking pin drove the highest engagement rate for video during this campaign. The VCR was almost 30% which is well above the CPG food benchmark of 8% (IMP: 8,366,714 ER: 1.02 %).
REACTIVE CONTENT
Back when actor, Oliver Hudson (son of Goldie Hawn, Bill Hudson) was a teenager, he and his friends were in a hip hop dance crew called the Rice Krispies. Their nicknames were Snap, Crackle and Pop. He told Jimmy Kimmel and our team acted on this very fast. We sent Oliver Hudson a bedazzled 90’s-style track suit with their band name on the front. The back had their individual names: “Snap, Crackle, Pop”. We also sent him a boombox made out of Rice Krispies.
