Inside Kellanova's Omnichannel Program With U.S. Soccer
Kellanova's partnership with the U.S. Soccer Federation is touching everything from stadiums to store shelves this year.
Starting in March and continuing through the summer, the "It Takes a Pack" program spans retail, national media, digital, social and stadium activations.
Along with agency Momentum Worldwide, Kellanova (now part of Mars Snacking) built the campaign around a single insight: It's not just the players who make the sport special — it's everyone in the pack around them such as the fans and families, says Aleksa Westwater, director, national promotions and licensing at Kellanova.
Prior to the 2026 FIFA World Cup kickoff, Kellanova had activations ahead of U.S. Men's National Soccer Team (USMNT) matches in Atlanta in March and Chicago in June with fan engagement and sampling.
To drive further engagement and participation, the manufacturer is sponsoring a national sweepstakes from March 16 through July 31. For eligibility to win one of thousands of U.S. Soccer prizes, shoppers have to scan a QR code on specially marked displays or products at retail. Consumers can also enter online by going directly to the promotional web page hosting the sweepstakes.
In Stores
High-impact “wow” displays, pallet wraps and floorstand shippers are touting the sweepstakes at Walmart, Sam's Club, Costco and multiple grocers, Westwater says.
The participating grocers include Ahold Delhaize USA, Albertsons, Hy-Vee, Kroger, Publix and many other regional and independent stores.
"Official Snack of U.S. Soccer" messaging appears on the displays and on the packaging of six limited-edition Kellanova SKUs released in May.
The Partners
Online
Kellanova has on-site and off-site media for the program running through various retail media networks.
The campaign utilizes a strategic mix of influencer partnerships and paid media amplification.
To bring the “It Takes a Pack” narrative to life, Kellanova deployed a two-tiered influencer strategy designed to authentically connect with soccer families and fans:
1. Relatable Storytelling via Influencers
The company partnered with parent lifestyle influencers (such as @maxareeg, @yvetteolazar, and @karlacnicole) across TikTok and Instagram.
The influencers have created relatable content that authentically showcases how participating products fuel their families' game-day rituals — from pre-game prep to post-match snacking.
2. Cultural Relevance via USMNT Athletes
To elevate the campaign's reach and tap into fan passion, the brand collaborated with soccer stars Tim Ream, Chris Richards and Malik Tillman to produce engaging, lo-fi content for their personal Instagram channels.
The posts highlight the athletes’ genuine affinity for brands like Pringles, Pop-Tarts, Cheez-It and Eggo.
To maximize the impact and reach of the creator-led storytelling, the influencer and athlete content was amplified through a targeted paid media buy on YouTube, Westwater says.
“This is a great example of a multi-brand partnership program built around a cohesive campaign idea, and we think there's a compelling story here about how agencies are architecting cultural relevance for legacy snack brands,” says Jennifer Olliges, EVP, global commerce lead at Momentum.
