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Dive Brief:

• Kellanova, the marketer of snacks including Pringles, Pop-Tarts, Cheez-It and more, has expanded its partnership with Interpublic Group (IPG), according to a press release. The company initiated an agency review earlier this year.

• IPG's FCB will lead on global creative duties and production, partnering with The Martin Agency and MullenLowe, for global and priority brands including Pringles. Tombras will lead creative and support several other marketing functions for selected smaller brands in the U.S.

• Publicis and its agencies will lead creative across snacks and international cereal in Europe and Latin America, handling media for all North America brands and creative for Pop-Tarts. Agency appointments are effective today (July 22) and work for 2025 will begin next month.

Dive Insight:

Kellanova is shaking up its agency roster for the first time since Kellogg split its snacks division from its North American cereal business late last year. The company initiated an extensive review of its global agency model as it looks to accelerate growth across its portfolio.

“This decision is a strategic step towards driving enhanced creative prowess, strategic consistency, future-fit capabilities in our agency ecosystem,” said Charisse Hughes, senior vice president and chief growth officer at Kellanova, in a press release. “We focused on selecting ambitious agencies offering a digital-first approach, high levels of innovation, diverse resources and skills, operational excellence and the creative firepower needed to supercharge brand growth.”

Kellanova cited previous work with IPG and its subsidiaries as key to its account wins, with Kellanova North America's Chief Marketing Officer Julie Bowerman noting the holding company's creative excellence, marketing effectiveness and agility.

IPG's FCB is the big winner of the news, taking over creative on Pringles from longtime incumbent Grey, while Publicis will also handle media and some creative around the globe. Tombras will support shopper marketing and promotions, public relations and influencer engagement for smaller U.S. brands, while Rethink will continue to support the RXBAR brand and Momentum will handle shopper marketing and promotions in North America.

Weber Shandwick will continue to oversee U.S. public relations and influencer engagement for priority brands. The agency helped Pop-Tarts win its first Grand Prix award at Cannes Lions International Festival of Creativity for its work on its attention-grabbing "edible mascot" play.

Kellanova organic sales rose 5.4% from the prior year in its most recent quarter after the snacking company increased prices in North America by 4.8%, but volumes declined due to "industry-wide volume softness." The company is placing a heavy bet on Pringles as it looks to compete with rivals like Mondelēz International and PepsiCo’s Frito-Lay.