- Kellanova, the marketer of snacks including Pringles, Pop-Tarts, Cheez-It and more, has expanded its partnership with Interpublic Group (IPG), according to a press release. The company initiated an agency review earlier this 12 months.
- IPG’s FCB will lead on global creative duties and production, partnering with The Martin Agency and MullenLowe, for global and priority brands including Pringles. Tombras will lead creative and support several other marketing functions for chosen smaller brands within the U.S.
- Publicis and its agencies will lead creative across snacks and international cereal in Europe and Latin America, handling media for all North America brands and artistic for Pop-Tarts. Agency appointments are effective today (July 22) and work for 2025 will begin next month.
Kellanova is shaking up its agency roster for the primary time since Kellogg split its snacks division from its North American cereal business late last 12 months. The company initiated an intensive review of its global agency model because it looks to accelerate growth across its portfolio.
“This decision is a strategic step towards driving enhanced creative prowess, strategic consistency, future-fit capabilities in our agency ecosystem,” said Charisse Hughes, senior vice chairman and chief growth officer at Kellanova, in a press release. “We focused on choosing ambitious agencies offering a digital-first approach, high levels of innovation, diverse resources and skills, operational excellence and the creative firepower needed to supercharge brand growth.”
Kellanova cited previous work with IPG and its subsidiaries as key to its account wins, with Kellanova North America’s Chief Marketing Officer Julie Bowerman noting the holding company’s creative excellence, marketing effectiveness and agility.
IPG’s FCB is the large winner of the news, taking on creative on Pringles from longtime incumbent Grey, while Publicis may also handle media and a few creative across the globe. Tombras will support shopper marketing and promotions, public relations and influencer engagement for smaller U.S. brands, while Rethink will proceed to support the RXBAR brand and Momentum will handle shopper marketing and promotions in North America.
Weber Shandwick will proceed to oversee U.S. public relations and influencer engagement for priority brands. The agency helped Pop-Tarts win its first Grand Prix award at Cannes Lions International Festival of Creativity for its work on its attention-grabbing “edible mascot” play.
Kellanova organic sales rose 5.4% from the prior 12 months in its most up-to-date quarter after the snacking company increased prices in North America by 4.8%, but volumes declined due to “industry-wide volume softness.” The company is placing a heavy bet on Pringles because it looks to compete with rivals like Mondelēz International and PepsiCo’s Frito-Lay.
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