POP-TARTS: THE TOASTING ROOM
Creative Strategy + Project ManagerClient: Pop-Tarts
Agency: FKA
Production: Adult Swim, GDX Studios
Creative Director: Gill Austin
Brand Partnerships Manager: Erin Scruggs
Designers: Brandon Lively, Haley Eder
Producer: Jason Heslep
Agency: FKA
Production: Adult Swim, GDX Studios
Creative Director: Gill Austin
Brand Partnerships Manager: Erin Scruggs
Designers: Brandon Lively, Haley Eder
Producer: Jason Heslep
Summary
To launch Pop-Tarts new Agents of Crazy Good campaign, we built a three-course fine dining experience for fans at the Adult Swim Festival on the Green in San Diego. We turned the Pop-Tarts characters into statues, toile pattern, and Renaissance-style portraits. In👏cred👏i👏ble👏 work by the Adult Swim design team, and my favorite experiential project that I’ve seen come to life. My Approach
The Toasting Room concept was borne of a brainstorming session with our in-house creative team. It delivered on all Pop-Tarts marketing goals: demonstrate the product in a snacking capacity vs. breakfast food, unveil the new Pop-Tarts characters, and make a splash on social. With the end goal in mind, I developed a multi-platform campaign and supporting timeline in partnership with our creative production managers, agency partners, and social media teams, outlining all deliverables. It required close collaboration with Pop-Tarts agencies, both teams working in tandem to produce designs featuring the new characters, as well as our production agency partner who made it all come to life for us.
As a free event for anyone in San Diego (18+), our pre-promotion efforts weren’t crucial to the success of the event; however, they were crucial to telling a complete story on both brands’ channels. We kept content a little vague, letting fans know Pop-Tarts would be part of the event, until after we were live, when we revealed the full experience for fans who were unable to attend in person.
I managed the entire production process with weekly status meetings and frequent communication with all relevant parties (and there were a lot of relevant parties: agencies, creative, client, legal).
