During the past two Super Bowls, Kellogg’s only featured one of its brands: Pringles. For 2020, the CPG giant will change things up, announcing today that Pop-Tarts will air its first spot during Super Bowl LIV.
For an event that conjures up images of nachos, wings, pizza and other savory snackable fare—like Pringles—Kellogg’s will be trying to lure football fans with its dessert-for-breakfast toaster pastries.
“There’s no bigger stage for brands than the Big Game,” said Pop-Tarts’ marketing director Philipp Schaffer in a statement. “And since this will be our first time advertising during this must-watch event, we wanted to be the first to announce that the Pop-Tarts brand will be there.”
The 2018 Pringles ad, created by Grey Group, featured comedian Bill Hader debuting the brand’s “Flavor Stacking” campaign by layering three different kinds of Pringles to create a jalapeño-barbecue-pizza flavor.
Earlier this year, the brand continued to promote the “Flavor Stacking” snacking strategy, but instead of a celebrity, a voice assistant similar to Amazon’s Alexa lamented her inability to experimentally stack her own Pringles flavors.
Pop-Tarts creative agency MRY is developing the 30-second spot, which will run just before the first half’s two-minute warning.
Fox, which is airing Super Bowl 2020 on Feb. 2, announced on Thursday that inventory for the game is 78% sold, with 30-second ads going for as much as $5.6 million.