Kellogg's: Have you ever put butter on Pop-Tarts?

Pop-Tarts, a toaster pastry brand, launched a campaign in the US to elevate the debate into the mainstream about putting butter on Pop-Tarts and drive the behavior.

Summary

Have you ever put butter on Pop-Tarts? Some love it, some love to hate it, but everyone has an opinion the first time they hear about it. In fact, there's nearly one tweet every hour about it, plus pop cultural appearances from a signature song on Family Guy ("it's so frickin' good") to Jessica Simpson's pregnancy cravings.

We gave this whispered-about Pop-Tarts trick a megaphone, elevating the debate into the mainstream and driving Pop-Tarts buttering behavior, by creating something media and fans couldn't ignore.

In partnership with artisanal butter experts Banner Butter, we created a limited-edition kit...

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