Pop-Tarts characters return to the table as Agents of Crazy Good
Nostalgia has been flavoring recent food trends. That flavor from childhood is reappearing at breakfast, lunch and dinner. While a taste of the past brings smiles all around, brands appreciate that there needs to be a slight reimagining to make the ideas modern. Pop-Tarts characters are now Agents of Crazy Good, and they unite young and old in the love of the classic toaster pastry.
Over the past several years, Pop-Tarts has pushed the food conversation forward. While the innovative flavors have people running to get that box off the shelf, the pop culture connection brings together a wider audience. From fashion to music stars, the brand appreciates that the love of a sweet treat can be a common bond.
In a recent company announcement, Pop-Tarts characters will be featured in the brand’s campaigns. While these animated characters might look similar to some other breakfast character offerings, the idea is to bring fun to snack time.
As Heidi Ray, Senior Director of Marketing, Pop-Tarts, “We recognize there is a growing excitement for our flavor offerings across breakfast and snacking occasions. This new creative direction reinforces Pop-Tarts as an anytime food while simultaneously delighting fans with characters that remind them of their childhood love of Pop-Tarts.”
The Pop-Tarts characters feature Frosted Strawberry, Brown Sugar Cinnamon, Hot Fudge Sundae, and a squad of Bites. The exact shenanigans that these characters run into remains to be seen, but it appears to lean into the idea that food can, and should be, fun. Life is not about pushing certain foods off the table. Rather, it is finding the time and place where it can fit into that concept.
Whether it is the adult who grabs that box of Pop-Tarts as a snack or the kids who enjoy one in a lunchbox, the reality is that this brand is a food that is cross generational. From the simplicity eating one straight from the silver package to freezing one for a new experience, there are always another reason to open a package.
The Pop-Tarts characters as Agents of Crazy Good will be featured across the brand’s campaigns. New ads will debut in September, but the characters were revealed in San Diego.