Insight: Hispanic household providers didn’t grow up with Pop-Tarts, so they don’t naturally reach for them when shopping. Moms look for cues that their kids will enjoy a snack while still feeling good about giving it to them.

Solution/My Role:

• Position Pop-Tarts as a fun, portable, and satisfying snack for Hispanic families.

• Wrote Spanish scripts for TV commercials, later adapted for social media placements and radio.

• Adapted scripts and language for production shoots, including shadow shoots for launches like Pop-Tarts Bites.

• Supported fast-turnaround campaigns for new product launches and cross-product innovations, such as Eggo-flavored Pop-Tarts.

• Contributed to cross-brand collaborations, including activations with MLS and upcoming movie releases.

• Helped develop culturally relevant campaigns for Hispanic-forward products, including a Día de Muertos Pop-Tarts launch with influencer collaborations featuring a Mexican American artist.

• Conducted community management to monitor conversations, navigate cultural nuances, and prevent escalation around sensitive social topics.