Pop-Tarts has embarked on a fictional comedy UNFROSTED written by Jerry Seinfield as part of the brand’s 60th anniversary. This is an integrated campaign to inspire at-home fans to enjoy UNFROSTED with a Pop-Tarts toaster pastry in hand.
Heidi Ray, Senior Director at Brand Marketing, Pop-Tarts, said UNFROSTED is the ultimate flattery and the biggest fanfiction ever. “At every level of fandom, Pop-Tarts continues to spark creativity – from the user-generated Edible Mascot memes at the Pop-Tarts Bowl to a homemade recipe from arguably the world’s biggest pop star, and now to Jerry Seinfield’s UNFROSTED film. We’ve been at the heart of culture for 60 years, and look forward to inspiring it for many, many more.”
The Digital Short has been written by and stars Jerry Seinfeld himself, in collaboration with Pop-Tarts, creative collective Le Truc, and Netflix Marketing Partnerships. The short imagines what happens when Jerry and fictional Pop-Tarts C-suite executives meet. UNFROSTED also stars Melissa McCarthy, Jim Gaffigan, Hugh Grant, Amy Schumer, Max Greenfield, Peter Dinklage, Christian Slater, Bill Burr, Dan Levy, James Marsden, Jack McBrayer, and Bobby Moynihan, among others.
Moreover, Pop-Tarts fans have a chance to win limited-edition ‘Trat-Pops’ boxes – the official box of the UNFROSTED movie. The packaging features a charming typo that will be explained when the movie is released. Furthermore, the box offers both a tasty movie snack and a cinematic collectible that perfectly complements the delicious whimsy of UNFROSTED.
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