Pop Tarts has launched its first UK campaign in 20 years, with a metaverse activation overseen by creative agency Dentsu.
The Kellogg’s brand has entered the metaverse by unveiling several NFT characters in the hopes of recruiting more Gen Z consumers to its product and the wider category.
The campaign marks Kellogg’s first foray into the European metaverse market and represents a shift away from traditional marketing strategies for the FMCG brand.
“We’re very excited to be taking Pop Tarts into the metaverse, a first for Kellogg’s in the UK,” Kellogg’s Pop Tarts brand lead, Emer Hayes said.
“Pop Tarts is a fun brand, and by creating NFT characters for a playful virtual world we can better engage with people, particularly gen Z consumers.”
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Pop Tart’s metaverse activation will run alongside a wider, integrated promotional campaign handled by Kellogg’s UK agency partner, Carat.
Denstu Creative head of innovation, Alex Hamilton added: “This is a match made in Metaverse heaven.”
“We’re proud to work in partnership with Mythical Games’ signature title Blankos Block Party to take Pop Tarts into this virtual world. Both are vibrant brands that fit well together on a number of levels.”
