After an extensive evaluation, Kellanova has expanded its partnership with Interpublic Group (IPG). The multinational food manufacturing company, renowned for brands like Pop-Tarts, Pringles, and Cheez-It, wants to accelerate its brand portfolio growth and emerge as a global snacking powerhouse.
The partnership expansion is part of Kellanova’s Differentiate, Drive, and Deliver strategy, and growth ambitions. Charisse Hughes, Senior Vice President & Chief Growth Officer at Kellanova, said this is a strategic step towards driving enhanced creative prowess, strategic consistency, and future-fit capabilities. “We focused on selecting ambitious agencies offering a digital-first approach, high levels of innovation, diverse resources and skills, operational excellence, and the creative firepower needed to supercharge brand growth,” he explained.
Julie Bowerman, Kellanova North America’s Chief Marketing Officer, said their existing partnership with Weber Shandwick resulted in Pop-Tarts winning its Grand Prix award at the Cannes Lions International Festival of Creativity 2024. Cheez-It was also named as one of Ad Age’s 20 Hottest Brands in America. Bowerman said Kellanova is keen to work with IPG to drive creative excellence, marketing effectiveness, and agility for the company’s brands.
As part of the partnership, IPG will lead global creative duties and production. It will partner with The Martin Agency and MullenLowe across all Kellanova regions. For selected smaller brands in the United States, Kellanova will work with Tombras as its lead creative agency, while Weber Shandwick will continue to run US public relations and influencer engagements for priority brands.
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