Kellogg’s Pop-Tarts

Project Overview

Kellogg’s wanted to reconnect Pop-Tarts with a younger audience - but simply pushing product messaging wasn’t going to land with Gen Z.
They needed a campaign that felt like the culture, not one that just borrowed it.

We partnered with VICE to build a campaign rooted in music discovery, creativity, and youth expression - rather than traditional ads.

Our Approach

Instead of using any existing licensed track, we launched a search for an emerging underground rapper, inviting them into the studio with The Fanatix, one of the UK’s most recognised pop and hip-hop production teams.

Together, they re-worked the artist’s original rap track into a Pop-Tarts-inspired pop version - fun, high-energy, and culturally fluent without being cringe or corporate.

We documented the full studio process in a short-form documentary series and produced a music video, both of which premiered across VICE’s channels, organically reaching Gen Z where they already are.

To amplify the release, we onboarded TikTok creators (including members of Diversity) to create trends and remixes using the track, driving shareability and repeat plays.

What We Delivered

• Campaign strategy + concept direction

• Talent search + artist selection

• Studio session + music production overseen by The Fanatix

• Mini-documentary & music video production

• TikTok creator campaign + trend seeding

• Cultural positioning + messaging strategy

Impact

• 23M+ TikTok plays of the campaign track

• Major editorial coverage via VICE

• Campaign track led to artist K1 Strange receiving a BBC Introducing ‘Maid of All’ session

• Pop-Tarts re-entered youth conversation authentically

• Demonstrated how legacy brands can create culture, not just advertise into it

This wasn’t a campaign about Pop-Tarts. It was a campaign about belonging in Gen Z culture - and the brand earned its place.