Kellanova is tapping magical holiday scenes and using influencers to create different gingerbread homes to promote its seasonal LTOs.

It’s part of the company’s strategy of integrating each channel, from online to offline, into the shopper experience, says Manish Sharma, the company’s VP of omni and e-commerce, who adds it’s important, because consumers are already seamlessly shopping online, offline and through multiple platforms.

The CPG is unveiling limited edition Rice Krispies Squares Holiday Bars and Pop-Tarts Frosted Sugar Cookie Flavour Pastries with winter-themed displays across major retail banners.

As Nicole Gawen, VP of marketing and wellbeing for Kellanova explains, the treats are also being included in holiday lifestyle point of sale that can be used across other Kellanova snack brands like Pringles, Cheez-It and Nutri-Grain (pictured right).

Gawen tells strategy the primary marketing assets include traditional PR and social in the form of influencer partnerships and influencer seeding, and that the program is promoted through media relations and influencer activities.

For example, the CPG teamed up with Canadian designer Tiffany Pratt (pictured) and Chum 104.5 to create three whimsical homes that reflect Canadian dwellings – an apartment, a mobile home and Pratt’s signature pink dream house – domiciles made almost entirely out of limited-edition products.

Gawen says the LTO release and the Pratt team-up is informed by Ipsos data which reveals that 66% of Canadians are seeking new and unique holiday experiences, while 83% agree celebrating diverse living arrangements across multiple generations is a positive and inclusive way to embrace the holiday spirit.

Gawen says families are invited to create their own homes, and that they can do so with minimal mess and zero baking.

Past seasonal top of line work for Rice Krispies has leaned into 3D animation to convey the idea of family, magic and playfulness.

Last year, the company, then known as Kellogg and which finalized its split from its cereal division this October, rolled out LTO Pop-Tarts Frosted Gingerbread Flavour Toaster Pastries and encouraged users to take part in a #PopTartsHolidayHouse challenge with baker/influencer, Jenna Rae Hutchinson.

Kellanova is managing the point of sale component of the program internally. MSL is providing communications support.