Kellanova

What they told investors

“the brand's strong growth and share performance is being driven by incremental innovation like the Sizzl'n platform in Europe or local flavors like seaweed in Asia and by very effective brand building, particularly its 360-degree campaigns around soccer and electronic gaming.”Steven Cahillane · 2021 Q3 · transcript

“Our What Would Pop-Tarts Do hashtag has shown up 5.7 billion times in TikTok and the brand has enjoyed more than two billion earned impressions this year.”Steven Cahillane · 2021 Q3 · transcript

“We are being disciplined on overhead and selective on brand investment, and we are carefully executing all levers of revenue growth management.”Steven Cahillane · 2021 Q3 · transcript

“To give you an idea of how relevant this brand is, our latest ad has generated nearly 40 million views on YouTube.”Steven Cahillane · 2021 Q3 · transcript

“Frosted Flakes accounted for most of the share decline related to pulling back on brand building and merchandising since Q4 last year, as we worked to maintain service levels and add capacity planned prior to the pandemic.”Steven A. Cahillane · 2021 Q2 · transcript

“Brand building investment, while up double digits against last year's delays, was up more modestly versus two years ago.”Amit Banati · 2021 Q2 · transcript

What they say about media

The marketing channels it talks about using for itself on earnings calls and in its 10-Ks and 10-Qs, since 2019; counts are statements, not spending.

• Creative campaigns “Our What Would Pop-Tarts Do hashtag has shown up 5.7 billion times in TikTok and the brand has enjoyed more than two billion earned impressions this year.” Steven Cahillane on the earnings call · Nov 4, 2021 · source
• Experiential & events “This was driven by effective brand building, including the incremental consumer communication we did in late 2020, plus important consumer activations in the first quarter, such as our Super Bowl campaign in the U.S. and are gaining oriented commercial activations in Europe.” Steven A. Cahillane on the earnings call · May 7, 2021 · source
• Sponsorships & athletes “Our snacks business is on the upswing and we have exciting innovation planned for Pringles, including a line of sizzling hot flavors and our commercial plan includes exciting activation around gaming and the rescheduled Euro Cup soccer tournament.” Steven Cahillane on the earnings call · Feb 11, 2021 · source
• Linear TV “We have strong plans for this brand in 2020 and we got them kicked-off last weekend with our new ad during the Super Bowl.” Steven Cahillane on the earnings call · Feb 6, 2020 · source

In the news

• Pop-Tarts Ends BuzzBallz Partnership on Underage Drinking Fears Bloomberg · paywall · Sep 29, 2026 · sponsorship
• MorningStar Farms Unveils Brand Refresh to Celebrate Its Legacy as a Plant-Based Pioneer Nosh.com · Sep 29, 2026 · brand strategy
• Casey’s Launches In-Store Round-Up Campaign for Local Youth CStore Decisions · Sep 29, 2026 · campaign

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