RICE KRISPIES TREATS
WITH LEO BURNETT AND KELLOGG’S
“TREAT. EAT. COMPETE.”
Challenge: Rice Krispies Treats was sitting in the pantry longer than snack competitors.
Strategy: Get families to buy more boxes by positioning our product as playable.
We turned our treat into a family-friendly, TikTok-viral, tabletop game.
This social-only campaign used the power of both celebrity and micro-influencers to spread the word that, now, RKT was more than a treat - it was a treat you could play.
