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How do you introduce Banana Bread Pop-Tarts to Gen-Z, who love trying unique flavors and constantly jump at new flavor drops? By connecting with their love for nostalgic comfort and creating Limited-Edition Pop-Tart-Themed Crochet Sweaters inspired by the ‘grandma era’.
Also, with over 3.8M followers, partnering with the ‘on-trend’ grandma herself, Barbara Costello (@brunchwithbabs), was a huge earned win for this program.
Result - Earned over 350MM impressions. Crochet kits sold out in less than 90 seconds at launch. Sweaters re-sold on Ebay for $600.
Recognition - 2024 Effie Award- Influencer Marketing / Digital - Products - Gold