Pop-Tarts is collaborating with the Netflix film “UNFROSTED,” a fictional comedy directed by Jerry Seinfeld that humorously explores the origin story of Pop-Tarts. This partnership coincides with the brand’s 60th anniversary and aims to enhance the movie-watching experience for fans.
Although “UNFROSTED” was created independently of Pop-Tarts, the brand has embraced the film through an innovative campaign that intertwines the snack’s cultural impact with its cinematic portrayal. The campaign includes various elements designed to engage Pop-Tarts enthusiasts and film viewers alike.
A notable feature of the collaboration is a digital short produced by Pop-Tarts and starring Jerry Seinfeld, along with surprise cameos. This short film, available on social and digital channels, depicts a humorous interaction between Seinfeld and fictional executives from Pop-Tarts. The project was developed in collaboration with the creative agency Le Truc and Netflix Marketing Partnerships.
In addition, fans have the opportunity to win limited-edition “Trat-Pops” boxes, which are uniquely designed with a typo that will be explained in the movie. These collectible boxes, which are also tasty snacks, will be available starting April 29, with no purchase necessary for entry.
The campaign extends to multiple retail activations both in-store and online, encouraging fans to enjoy Pop-Tarts while watching the film. It also features tailored social content and media partnerships that promote streaming “UNFROSTED” as an ideal Pop-Tarts pairing.
Heidi Ray, Senior Director of Brand Marketing at Pop-Tarts, expressed excitement about the film, describing “UNFROSTED” as a form of ultimate flattery and the largest fanfiction about the brand. Ray highlighted that Pop-Tarts has consistently sparked creativity in its fans, influencing various cultural expressions, from user-generated memes to celebrity endorsements.
This integrated campaign demonstrates Pop-Tarts’ commitment to remaining a vibrant part of popular culture, inspiring and engaging with fans in unique and entertaining ways.