Dive Brief:

• Inspired by the return of Gingerbread Pop-Tarts after nearly a decade, Kellogg has created a gingerbread house made of Pop-Tarts that is listed on Zillow, the company said in a press release.
• Consumers who click on the listing on Zillow will be taken to a landing page with directions about how to create their own Pop-Tart houses and share them on social media for the chance to win $15,000 that they can use to toward their mortgage.
• The limited-edition Gingerbread Pop-Tarts are returning to store shelves after nearly a decade, this time with nine printed designs that can be used to accent consumers’ gingerbread homes.

Dive Insight:

The real estate market has been on a rollercoaster ride, with prices and demand skyrocketing, only to dip precipitously in the face of record-high mortgage rates. For consumers looking to buy or sell during the holiday season — or just browsing real-estate sites with dreams of moving — Kellogg and Zillow are offering a bit of old-fashioned comfort with a campaign centered around the holiday tradition of building gingerbread houses. By partnering in this way, each has the opportunity to drive awareness with the other’s core audience with feel-good messaging. 

For all the potential of brands exploring the metaverse as a bridge between the virtual and real worlds, some legacy marketers are still finding value in partnering with established digital-first brands, like Planet Fitness pairing up with Amazon and Burger King teaming up with Call of Duty. 

Pop-Tarts’s gingerbread house on Zillow is meant to inspire consumers to build their own houses made out of breakfast pastries and showcase their works on Instagram and/or Twitter using the hashtag #GingerbreadPopTartEntry, with the chance to win $15,000 for the brand. It is described as a .0006-acre property “just north of Wild Berry Woods in the foothills of the Applefritterlachians” and is appointed with features such as a Frosted Chocolate Chip archway and an Eggo Frosted Maple Flavor area rug.