To celebrate the return of its popular Gingerbread Pop-Tart after an almost decade-long hiatus, Kellogg partnered with real estate listing site Zillow in a creative new marketing stunt.
FOR SALE: Pop-Tarts Gingerbread Lodge
As part of the product launch, Kellogg decided to put a “new twist” on an old holiday tradition with its original “Pop-Tarts Gingerbread Lodge.” Built just this year, the Lodge features four bedrooms and two bathrooms, and comes fully furnished with one-of-a-kind pieces like the mod frosted-chocolate-fudge-bite stools or the stunning frosted-brown-sugar-cinnamon sofa. This sugar-and-spice residence stands two stories tall upon a 0.0006 acre lot, and would make a marvelous home for any family (of gingerbread people, that is)!
While not actually available for purchase, the lodge is a clever way for Kellogg to inform customers that it’s holding a gingerbread – er, Pop-Tart house contest this holiday season. To participate, customers must devise their own designs (incorporating the new seasonal pastry, of course) and any additional Kellog products of their choosing, then post pictures of their finished work on Instagram or Twitter with the hashtag #GingerbreadPopTartEntry. One lucky winner will be chosen to receive $15,000 towards their mortgage or rent.
When asked about the idea behind the contest, Heidi Ray, Senior Director of Marketing, Portable Wholesome Snacks shared:
“We are reintroducing Gingerbread Pop-Tarts to inspire a new era of gingerbread house building that’s modern, memorable, and most importantly, delicious. We hope the added incentive of the $15K prize will get fans into the spirit, the Pop-Tarts way.”