Kellanova considers agency review for Pringles, Pop-Tarts and other snack brands after Kellogg split

Kellanova, the snacks marketer recently spun off from Kellogg Co., is evaluating its agency relationships in North America, potentially putting up for grabs brands including Pringles, Cheez-It, Pop-Tarts, Kellogg’s Rice Krispies Treats and Eggo. The process involves gathering information from creative, media, multicultural, shopper and PR agencies. “We are in the process of analyzing the RFI findings to determine what we will progress to full RFP. We will make this decision in the New Year,” a representative told Ad Age. Ad Age A-List & Creativity Awards Final deadline approaching for annual program Enter here Kellogg Co. finalized its split into two independent companies on Oct. 2. Kellanova is the new home of snack brands that accounted for about 80% of the former Kellogg Co.’s sales. Kellanova has projected 2024 net sales of about $13.4 billion to $13.6 billion. Kellogg Co.’s North American cereal business, home to brands such as Frosted Flakes, Froot Loops, Mini-Wheats, and Special K, is now known as WK Kellogg Co. (Kellanova retained the international cereal business.) “Our focus will be on identifying both independent and holding company agencies with a digital-first approach, offering high levels of innovation, diverse resources and skills, operational excellence and creative firepower,” Julie Bowerman, Kellanova’s North America chief marketing officer said in a statement to Ad Age. “The review will be conducted fairly and openly with an equal focus on strategy, capabilities, and pricing. We will ensure a consistent process for all brands.” Bowerman declined to comment on which agencies are participating in the review. Publicis Groupe has the most at stake because Leo Burnett handled creative for most major brands, with Starcom handling U.S. media. Pringles’ creative account is at WPP's Grey. Publicis and Grey declined to comment. R3 is believed to be running the review, according to two people close to the situation. R3 wasn’t available for comment. Prior to Kellogg Co.’s split, U.S. measured media spend for WK Kellogg Co. and Kellanova was $426 million in 2022. Contributing: Erika Wheless Ad Age Leading National Advertisers 2023 Ad spending, rankings and analysis for the biggest marketers and brands Enter here

Kellanova considers agency review for Pringles, Pop-Tarts and other snack brands after Kellogg split

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