Pop-Tarts Dials Up the Crazy Good for Crunchy Poppers Platform

Pop-Tarts just debuted its new 'Dial it Up to Crazy Good' creative platform with a fully integrated campaign that includes digital, social, and earned media. 

Led by Pop-Tarts and creative agency, Le Truc, this new campaign launched with five new spots celebrating all the unique ways to enjoy Pop-Tarts, plus features a cast of all-new mascots.

“Pop-Tarts has dominated the cultural zeitgeist this past year by embracing the absurd.” said Heidi Ray, senior director of marketing, Pop-Tarts. “This new creative platform continues that journey to reimagine what Crazy Good means in different mediums, and dials it up to the Nth degree by reimagining our fans’ favourite eating rituals, highlighting new innovations, and introducing even more new mascots into our brand experience.”

"The people have spoken,” said Julia Neumann, chief creative officer at Le Truc. “The success of the ‘Dial it Up to Crazy Good’ creative platform and the Pop-Tarts mascot shows how it has connected with consumers. We decided to listen to them and lean in with our latest creative campaign.”

“Crunchy Poppers pack a big punch into a small package; this very simple insight is also a product truth,” said Nick Kaplan, executive vice president of creative at Le Truc. “So do these spots! I’d also add, as a non-tall creative director, that this work is highly personal to me.”