Pop-Tarts wanted to launch its 2020 snacking innovation, Pop-Tarts Pretzel, in their first ever Super Bowl commercial. Our We Fixed The Pretzel campaign focused on Pop-Tarts’ ingenious fix to dry, boring pretzels, and starred real life Pop-Tarts super fan and queer icon Jonathan Van Ness. After the spot aired, Kellogg’s saw an almost-immediate 104% increase in Amazon share.