Pop-Tarts x Twitch

We had to prove that being a Pop-Tarts fan gets better when you’re not committed to just one flavor. We instigated passionate fans via social and media partnerships to take a shot on a new flavor by upping their “Flavor Count” and bragging about their Pop-Tarts conquests.

We partnered with two female Twitch streamers (@luxiegames and @chillbobagginz) to toast and tell through a slumber party-themed Animal Crossing stream. Both activations surpassed Twitch platform benchmarks by over 300% across both views and minutes watched.

The two streams totaled more than 850,000 live views and their audiences even made their own memes exemplifying our “snack around” messaging.

As the pandemic shifted the lives of Gen Z in every way, we had to pivot our campaign to reflect new realities. The generation that rejected labels and thrived on exploration, was now forced into monogamy or singledom in order to protect their own safety. We set out to Increase awareness of the flavor portfolio by showcasing how Pop-Tarts allows you to break out of the confines of monogamy* and existing monotony of the every day.

*in a safe way