Pop Tarts and Kellogg’s have made their initial forays into the metaverse. Characters from the open-world multiplayer game “Blankos Block Party” that can be exchanged and collected will be included in the marketing campaign.
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The international food manufacturing firm said that by using the non-fungible token (NFT) characters known as Hip Pop, Punk Pop, and Glam Pop in the “virtual world,” it intends to draw in Gen Z (individuals between the ages of 18 and 24) who are less familiar with the FMCG brand. The announcement coincides with the opening of Kellogg’s new food innovation centre in Manchester, which was built following an 18-month planning phase and a £500,000 investment.
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