Kellanova’s Pop-Tarts won its first-ever Grand Prix at Cannes Lions International Festival of Creativity for its edible mascot.
Charisse Hughes, SVP, Chief Growth Officer at Kellanova, said receiving the Grand Prix at the Cannes Lions International Festival of Creativity is a testament to the extraordinary collaboration and innovation between Kellanova and its partners. She highlighted that the award reflects the power of creativity and strategic thinking in driving impactful brand experiences and business value.
“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.”
Sarah Reineke, Vice President of Marketing at Kellanova, said their latest achievement is a nod to the fact that they are willing to push boundaries across all their iconic brands. “The Grand Prix is an incredible honor. 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.
The Edible Mascot captured more than 80% of game-related coverage for Pop-Tarts during the college football bowl season. It garnered more than four billion impressions and acquired #1 million worth of first-party data and generated 15 times more brand mentions than other non-Kellanova sponsored bowl games combined.
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