Pop-Tarts will air its first Super Bowl commercial as it looks to position the breakfast pastry as a snack.

The Kellogg's brand worked with creative agency MRY on the 30-second spot, which will run right before the two-minute warning in the first half of the game.

"As a beloved brand known for bold marketing, the big game provides an opportunity for Pop-Tarts to share our story and exciting product portfolio with a massive audience," Philipp Schaffer, senior director of marketing, Pop-Tarts, said in a statement. "Advertising during the big game is a natural next step for the Pop-Tarts brand, which is always looking for new ways (and craveable flavors) to excite our fans." 

Pop-Tarts have been selling well. On Kellogg's third-quarter conference call in late October, Chairman and CEO Steve Cahillane noted that Pop-Tarts consumption growth—aka the amount people are actually buying from retailers—"remains very strong," bolstered by a newer, smaller "Bites" snack-sized version. Pop-Tarts returned to growth in the second half of 2018 and added the Bites line in the first quarter.

Kellogg’s has had a Super Bowl presence for the past two years with Pringles. The chip brand made its big-game debut in 2018 with the spot “Wow,” which starred comedian Bill Hader stacking various Pringles flavors.

In 2019, it turned to artificial intelligence to continue its flavor-stacking campaign. In “Sad Device,” a guy comes up with a spicy nacho stack. When his friend asks how many possible combinations of Pringles exist, a smart device says there are 318,000. The device then laments about how a lack of hands prevents her from having Pringles.

Pringles worked with Grey on both of the spots.

A company spokeswoman declined to comment on Kellogg’s Super Bowl plans beyond Pop-Tarts.   

Contributing: Jessica Wohl