Kellanova agency review—IPG wins big

Kellanova has expanded its relationship with Interpublic Group after an agency review. IPG’s FCB won Pringles, which had been at WPP’s Grey. FCB will also lead Cheez-It (in the U.S.), Eggo and Rice Krispies Treats, while partnering with The Martin Agency and MullenLowe across global markets. A bulk of these accounts had been handled by Publicis Groupe’s Leo Burnett. Publicis will retain the snack marketer’s high-profile Pop-Tarts brand, via its Le Truc agency and Publicis will continue to work on multiple brands in Europe and Latin America “for the foreseeable future,” according to Kellanova. Publicis also retains media duties in North America. Agency Review Tracker Stay up to date with the latest account reviews Click here Tombras won lead U.S. creative and integrated marketing work for MorningStar Farms, Nutri-Grain, Club Crackers, Toasteds and TownHouse. Rethink retains RXBar. IPG’s Momentum will handle shopper marketing and promotions and IPG studios will handle production globally. The decision marks a significant loss for Grey, which has long worked on Pringles and has been behind multiple Super Bowl ads for the chips. Pringles’ last two Big Game ads featured Pringles fans who got their hands stuck in the tube and Chris Pratt drawing comparisons to the brand’s mustachioed mascot. “We focused on selecting 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,” said Charisse Hughes, Kellanova’s senior VP and chief growth officer, in a statement. IPG’s Weber Shandwick will continue to run U.S. public relations and influencer strategy for Kellanova’s bigger brands. Weber Shandwick has been behind the company’s biggest marketing hits for Pop-Tarts and Cheez-It. Pop-Tarts went viral during the college football bowl game it sponsored last December, where a Pop-Tarts mascot was lowered into a giant toaster while holding a sign saying “Dreams really do come true.” The Pop-Tart soon emerged in edible form and was devoured by the winning Kansas State team. The stunt won Kellnaova and Weber Shandwick the Brand Experience and Activation Grand Prix at Cannes. Check out the latest Ad Age events and award programs Kellanova has also had success with Cheez-It. Weber Shandwick helped create a Cheez-It-themed pop-up diner in upstate New York in May. The cracker, named an Ad Age Hottest Brand this year, is also a part of Taco Bell’s Big Cheez-It Tostada and Big Cheez-It Crunchwrap Supreme, and has a partnership with the Indiana Fever of the WNBA. Kellanova’s first-quarter global sales decreased 4.3% from a year earlier, to $3.2 billion, with the marketer citing the divestiture of its Russian business in 2023 as a reason for the slump. Kellanova reported $1.6 billion in first-quarter net sales in North America, up slightly from the year-ago period. Kellanova was formed in 2023 after Kellogg Co. split into two companies, with the cereal business being handled by WK Kellogg Co. See America's Hottest Brands 20 brands that are trending in 2024 Click here

Kellanova agency review—IPG wins big

Featured Stories