Kellanova

Kellanova

Kellanova

Two immersive experiences for Kellanova: Poptopia Pringles and Kellogg's Town

Two immersive experiences for Kellanova: Poptopia Pringles and Kellogg's Town

Two immersive experiences for Kellanova: Poptopia Pringles and Kellogg's Town

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Kellanova aimed to build deeper, more personal connections with its consumers, moving beyond one-off campaigns to create meaningful, data-driven engagement across its brands. To achieve that our team developed two immersive digital ecosystems: Poptopia Pringles and Kellogg’s Town. The experiences were designed to foster year-round interaction and measurable brand value, through a connected packaging strategy, QR codes bridged physical products with rich digital experiences offering personalized, ungated content that encouraged ongoing participation. A shared technical foundation and design system ensured both platforms delivered consistent, scalable experiences while maximizing efficiency and long-term impact across the Kellanova portfolio.

Kellanova aimed to build deeper, more personal connections with its consumers, moving beyond one-off campaigns to create meaningful, data-driven engagement across its brands. To achieve that our team developed two immersive digital ecosystems: Poptopia Pringles and Kellogg’s Town. The experiences were designed to foster year-round interaction and measurable brand value, through a connected packaging strategy, QR codes bridged physical products with rich digital experiences offering personalized, ungated content that encouraged ongoing participation. A shared technical foundation and design system ensured both platforms delivered consistent, scalable experiences while maximizing efficiency and long-term impact across the Kellanova portfolio.

Kellanova aimed to build deeper, more personal connections with its consumers, moving beyond one-off campaigns to create meaningful, data-driven engagement across its brands. To achieve that our team developed two immersive digital ecosystems: Poptopia Pringles and Kellogg’s Town. The experiences were designed to foster year-round interaction and measurable brand value, through a connected packaging strategy, QR codes bridged physical products with rich digital experiences offering personalized, ungated content that encouraged ongoing participation. A shared technical foundation and design system ensured both platforms delivered consistent, scalable experiences while maximizing efficiency and long-term impact across the Kellanova portfolio.

Kellanova aimed to build deeper, more personal connections with its consumers, moving beyond one-off campaigns to create meaningful, data-driven engagement across its brands. To achieve that our team developed two immersive digital ecosystems: Poptopia Pringles and Kellogg’s Town. The experiences were designed to foster year-round interaction and measurable brand value, through a connected packaging strategy, QR codes bridged physical products with rich digital experiences offering personalized, ungated content that encouraged ongoing participation. A shared technical foundation and design system ensured both platforms delivered consistent, scalable experiences while maximizing efficiency and long-term impact across the Kellanova portfolio.

Client:

Kellanova :: Pringles & Kellogg's

My Role:

Experience Design Director

Year:

2023 / 2024

Service Provided:

Experience Strategy, Design to Dev

My Role

For the Kellanova projects, Poptopia Pringles and Kellogg’s Town, I led the design direction from proposal through execution. I defined the strategic design framework, managed key disciplines (UI, UX, Motion, Illustration), and established cross-team collaboration to drive creative alignment.

I managed scoping, timelines, and budgets in partnership with senior leadership and the client, ensuring both creative excellence and financial feasibility. I oversaw resourcing and capacity planning, sourcing additional talent through the Dentsu network as needed.

Throughout delivery, I ensured consistency and quality across all design outputs while guiding stakeholders through key decisions and challenges, maintaining clarity, momentum, and confidence from concept to launch.


Results

The project delivered two always-on digital platforms that redefined how European consumers interact with Kellanova brands, demonstrating premium value through personalized, loyalty-driving experiences. Within the first year (as of May 25), the platforms achieved over 1 million sign-ups, a 93% increase in return visits, and 27% of users returning regularly. Operational efficiency improved by 40% through the adoption of reusable systems, reinforcing both customer engagement and long-term scalability.

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