Kellogg Hires Rivet for New Pop-Tarts’ Loyalty Program

Kellogg has named Rivet Chicago and Rivet Toronto to handle developing a new loyalty program for Pop-Tarts, it’s first.

The work will focus on creating a two-way dialog with moms, including offering activity ideas, special offers, new product sampling through the mail and exclusive content, Rivet said.

The program will include e-mail, direct mail and online media. The program launched last week in conjunction with Kellogg’s Pop-Tarts new brand campaign, which is handled by Leo Burnett in Chicago.

Kellogg has worked with Rivet since the marketing communications agency was formed in 2007. Rivet is part of the Interpublic Group of Cos.