On a June day in 2022, from Battle Creek, Michigan, a snack company known for its crisp cereal treats stepped quietly into the wider human habit of marking time with small kindnesses. Kellogg's paired its Rice Krispies Treats brand with the singer Ciara on a summer song, "Treat," and invited ordinary families to become part of its music video. Behind the bright sponsorship lies an old truth the campaign leans on: that the everyday moments shared between parents, children, and friends are often what people most remember and most want to protect.
Ciara Releases 'Treat' With Kellogg's Rice Krispies Treats, Invites Fans to Join Its Music Video on TikTok
Small moments, a TikTok hashtag and a year of Rice Krispies Treats
Mark
So what actually launched here? A song, a contest, or an ad?
Mimi
All three, folded together. Ciara and Rice Krispies Treats released "Treat," and fans can post on TikTok with #OurTreatEntry to try to appear in the video.
Mark
What do the winners get?
Mimi
A spot in the music video and a year's supply of Rice Krispies Treats. The video comes out this fall on the brand's own channels.
Luke
Worth saying plainly: this is a sponsored campaign, and everything here comes from Kellogg's own announcement. There's no independent reporting behind it.
Mark
The announcement cites a survey, though. Three in four parents.
Luke
Yes, attributed to KRC Research from December 2021, but the figure is the company's account of it. We don't see the questions or sample here.
Mimi
And the data behind the song's inspiration is credited to unpublished work from Wonderlust Collective. So that one can't be checked publicly either.
Mark
What's Ciara's part beyond the name on it?
Mimi
She says she wrote it with family traditions in mind and that her son and daughter sing on the track with her.
Luke
That's her quote in a press release, so take it as the campaign's framing. We also don't know how many entries will be chosen.
Mark
What's the timeline?
Mimi
Entries run June 21 to August 26, 2022, for U.S. residents 18 and older. Full rules are at ricekrispies.com/rules.
Il Polso
- A sponsored summer song arrives with a quiet worry at its heart: many families feel they are not doing enough together.
- Fans are invited to post their own shared moments on TikTok under #OurTreatEntry, turning an advertisement into a public call for participation.
- The contest window runs from June 21 to August 26, with selected entrants promised a place in the video and a year of snacks.
- The music video, featuring Ciara and her family, is set to debut exclusively on brand channels this fall, where the story will land.
On a June day in 2022, from Battle Creek, Michigan, a snack company known for its crisp cereal treats stepped quietly into the wider human habit of marking time with small kindnesses. Kellogg's paired its Rice Krispies Treats brand with the singer Ciara on a summer song, "Treat," and invited ordinary families to become part of its music video. Behind the bright sponsorship lies an old truth the campaign leans on: that the everyday moments shared between parents, children, and friends are often what people most remember and most want to protect.
On June 23, 2022, Kellogg Company announced that its Rice Krispies Treats brand had teamed up with the Grammy-winning singer, songwriter and producer Ciara on a summer song called "Treat." It is a sponsored campaign, and it opens a door: fans can try to earn a place in the music video by posting on TikTok.
The idea rests on a survey the company commissioned, which found that three in four parents believe small, everyday moments with family matter most for building strong connections. The song, the brand says, speaks to a common feeling of not doing enough, and it draws on shared moments like singing on road trips, video-calling a friend from camp, trying TikTok trends with a parent, and playing dress-up with cousins.
Ciara speaks from her own life as a busy mother. She wrote the track inspired by the sweet traditions of families like hers, and she invited her son and daughter to sing on it, hoping it becomes a little moment of love her family will always remember.
To enter, fans post a special moment using the song's audio and the hashtag #OurTreatEntry. Chosen entrants will appear alongside Ciara and her family and receive a year's supply of Rice Krispies Treats. The contest runs from June 21 to August 26, 2022, and is open to legal residents aged 18 and over. The song is already streaming, and the video is due this fall, with no selections announced until the window closes.
On June 23, 2022, Kellogg Company announced from Battle Creek, Michigan, that its Rice Krispies Treats brand had teamed up with Grammy Award-winning singer, songwriter and producer Ciara on a summer song called "Treat." The release is a sponsored brand campaign, and it comes with an open invitation: fans can try to land a role in the song's music video through TikTok.
The pitch rests on a survey. Kellogg's says it commissioned KRC Research for a national study, "Parents & Quality Time," conducted in December 2021. According to the company, three out of four parents believe small, everyday moments with family are the most important way to build strong connections over time. The brand frames the song as a response to a feeling it says is common among families, the sense of not doing enough.
The song itself is described as inspired by real data on shared moments between adults and children. That material is credited to Lynch and Easley, 2022, an unpublished set of data from Wonderlust Collective, Inc. The company's examples of such moments include singing along on road trips, video-calling a friend from camp, trying TikTok trends with a parent, and playing dress-up with cousins.
Ciara's own statement leans on her role as a parent. She said that when she sat down to write "Treat," she was inspired by the sweet traditions shared by families like hers, and that as a busy mom she knows the power of connection in smaller things. She invited her son and daughter to sing on the track with her, calling it a little moment of love the family will always remember.
To enter the contest, fans post a special moment on TikTok using the "Treat" audio and the hashtag #OurTreatEntry. Entrants may post more than one. Those chosen to appear in the music video alongside Ciara and her family will also receive a year's supply of Rice Krispies Treats.
The terms are spelled out in the abbreviated rules. No purchase is necessary. The entry period opened June 21, 2022, at 12:00 a.m. Eastern and closes August 26, 2022, at 11:59 p.m. Eastern. It is open to legal residents of the 50 states and Washington, D.C., aged 18 and over, with further restrictions in the full Official Rules at ricekrispies.com/rules. Kellogg Company sponsors the contest.
Heidi Ray, Senior Director of Brand Marketing for Kellogg's Portable Wholesome Snacks, described the partnership with Ciara as a dream for the company. She said pulling apart Rice Krispies Treats with someone you love is a way to turn small moments into bigger connections, and that the song is meant to give families and friends a soundtrack for them.
"Treat" is available now to stream on the Rice Krispies Treats pages on Spotify and YouTube. The music video, featuring Ciara and the selected fans, is due this fall and will be released exclusively on Rice Krispies Treats channels. Kellogg Company, which reported net sales of nearly $14.2 billion in 2021, will announce no selections until after the entry window closes in late August.
Citazioni salienti
As a mom and busy parent, I know the power of finding connection in the smaller things, which is why I invited my son and daughter to sing on this track with me.— Ciara
Pulling apart Rice Krispies Treats with someone you love is a great way to turn small moments into big connections.— Heidi Ray, Senior Director of Brand Marketing, Kellogg's Portable Wholesome Snacks
Vuoi la storia completa?
Leggi l'originale su Jimmys Post ↗
Politics & Governance