RICE KRISPIES TREATS
NA SABRE AWARDS - 2023 Finalist
After years of distancing and endless pandemic parenting challenges, Kellogg’s Rice Krispies Treats wanted to take a stand as a brand that can pull people together. We set out to put a spotlight on celebrating those shared little moments of connection that add up to big love by teaming up with A-list singer/songwriter and loving mama Ciara to write the music for these moments.
Rice Krispies Treats recruited superstar singer/songwriter, entrepreneur and loving mama Ciara to create a catchy, connection-inspired song that would tap into the magic of mini moments and reach families, fr-amilies and fans in all the places they love to listen to music from Spotify to TikTok.
Next came Ciara’s own sweet moment of connection – having her son, Future, and daughter, Sienna, join her in the studio to sing on our track. With a little help from Ciara’s kiddos, our bop “Treat” was born.
For added fuel, we teamed up with TikTok to reach music-lovers everywhere. We created a challenge that incentivized families and friends to join together and share their little moments of connection – all set to the tune of our new song.
Launching one of the first-ever TikTok Branded Mission Hashtag Challenges resulting in 135.5MM #OurTreatEntry views and engaging 542 emerging creators through a groundbreaking partnership opportunity.
Making (sound)waves in marquee media, spanning traditional brand verticals like food and parenting, and reaching diverse media types like lifestyle, entertainment and music —totaling +150 stories, and +705MM impressions, all packed with perfect messaging and nearly 100% positive sentiment.