TL;DR watch the case study video up above.

Pop-Tarts faced a decline in household penetration as core consumers aged out of the brand entering their teens. To stem these declines and reignite love among those who felt they'd outgrown the toaster pastries, we built a national promotion around a core passion of teens and young adults: gaming. Every box of Pop-Tarts purchased unlocked exclusive in-game experience points — XP — for Destiny 2, the year's biggest game. The more Pop-Tarts purchased, the faster a player's character climbed in rank, unlocking new abilities, better weapons, side quests, and more cred among fellow gamers, turning each pastry into a delicious power-up.

To gain critical display outside of grocery, Pop-Tarts customized the national offer to align with retailer and shopper priorities. Target, Walmart, and Convenience accounts each had exclusive, highly coveted offers that created a treasure hunt for die-hard fans. And gamers showed up, making the promotion the highest redeemed in modern Kellogg's history.