• by Fern Siegel , July 15, 2024

Pop-Tarts' "Dial it Up to Crazy Good" creative platform just kicked off a new iteration.

Le Truc produced the creative, which runs on digital, social and earned media.

Pop-Tarts' YouTube channel houses all five new spots, suggesting various ways to enjoy the treat.

"The people have spoken,” said Julia Neumann, Chief Creative Officer at Le Truc. “The success of the ‘Dial it Up to Crazy Good’ creative platform and the Pop-Tarts mascot shows how it has connected with consumers. We decided to listen to them and lean in with our latest creative campaign.”

Neumann is referring to the Pop-Tart Bowl activation last December 2023. Strawberry, the now-viral edible Pop-Tart mascot, was "baked" on Pop-Tart Bowl field. The work won a Grand Prix at Cannes Lions in June. Since then, Strawberry has since made several other appearances, including the red carpet and TikTok.

The college Pop-Tarts Bowl returns Dec. 28 at 3:30 p.m. ET on ABC.