Pop-Tarts, a breakfast pastry so iconic that it inspired Jerry Seinfeld’s directorial debut: Unfrosted. The film fictionalizes the origin story of Pop-Tarts, entirely made up by Jerry, and unfortunately for him, he failed to run it by the lawyers first. Rather than shut the whole thing down, Kellanova was willing to join the fun.

Matching the ridiculousness of the film, we created a digital short (written, co-directed, and starring Jerry himself) that called attention to the 221 trademarked breakfast products referenced without permission in the film. This set the premise for the fictional President of Pop-Tarts to teach Jerry a lesson on intellectual property rights. The digital short featured special guest cameos from the Seinfeld cast. We extended this story through custom “Trat-Pop” products (spoiler: it’s Pop-Tart backwards!), retail partnerships, sweepstakes, and even onto the red carpet premiere.