Kellogg's x SpongeBob SquarePants
Partnership campaign: packaging, social, retail, and VIDEO
The Ask
Kellogg’s partnered with SpongeBob to celebrate The SpongeBob Movie: Sponge on the Run. The goal was to sell the program into retailers, get fans of all ages excited about the themed products, and connect the partnership back to Kellogg’s-centric moments.
The Idea
“Get a taste of nautical nonsense.” I wrote the line, and it set the tone for everything: fans didn’t just see SpongeBob, they got a taste of his world through themed foods and fun activations.
How It Came to Life
Themed foods, back-of-pack games, retailer-exclusive experiences, social content, and an internal sales video to sell the program in.
My Role: Campaign line, plus creating all tactics with art director partner
Client: Kellogg’s + Paramount
Agency: Haygarth USA/TracyLocke
Kellogg’s Internal Sales Video
Social Carousels
