RICE KRISPIES TREATS

With Leo Burnett and Kellogg’s 

 
 

“CONNECT ON A SWEETER LEVEL”

FILM:

FILM: SPANISH

For Hispanic parents, sharing rice with their family has always been a simple way to connect around the thought of “home”. Rice in Latin culture is so much more than just a pantry staple…It’s a memory from home that brings people together around a table. We created the first ever Rice Krispies Treat’s ad that was made specially for our Spanish speaking audience.

OLV + SOCIAL

 
 
 

“A LITTLE LOVE WHEN IT’S NEEDED”

Think about the last time you had a big meeting. Or a first date. A little support would have been nice, huh? You know, just a nudge through the door? A dad joke to lighten the mood? Someone to say, “Hey! You’ve got this, kid!” And give you a big thumbs up? A little love, when it’s needed, can make all the difference. Especially for our kids. 

See, our Write on Wrapper isn’t just a place to scribble cute notes that you found on Pinterest - it’s a vehicle for your voice. A way for your kids to carry you with them wherever and whenever they need a little boost. It’s almost like they can hear you cheering them on. Like, you’re literally THERE. In the audition room. 

At least, that’s how we imagine it…

FILM:

 
 

ONLINE VIDEO

After a year like 2021, a little (extra) love was definitely needed. So we extended our campaign into OLV - running spots across connected TV and all Kellogg’s social platforms to celebrate the class of 2021 and their parents.

 

AUGMENTED REALITY - INSTAGRAM

We used AR image recognition on Instagram to create an experience and filter that was triggered by our best asset: the big, white heart on our wrapper.

It’s simple: just hold your camera up to a treat and, poof, it generates an easy activity, or brain break, in the white heart each time you try it. (Kinda like a Magic 8 Ball, remember those?)

 

SCRATCH N SNIFF PRINT AD IN PARENTS MAGAZINE

We created a scratch and sniff print ad that smelled just like a Rice Krispies Treat!

 

SOCIAL

We partnered with Facebook to create a tool within Messenger that helped families create customized cases of Rice Krispies Treats. Through targeted ads, we offered fans a limited edition case of 10 Rice Krispies Treats, featuring customized labels for specific, back-to-school situations.

Messenger walked participants through the creative experience, suggesting occasions that might be worth a sweet message of encouragement.

 

SOCIAL

On Pinterest we got ranked a GOLD STANDARD on the platform, receiving a perfect scorecard for best practices, creative, targeting, and agility. Our content also earned us the 2021 Trend Badge - becoming one of the top 100 emerging trends of the year.

 

RICE KRISPIES TREAT

 
 

“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

  1. 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 %).

  2. 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.