One Moa Burger to go, please
Now imagine building this perfect-tasting burger from the 26th century, sourced from a planet in the Epsilon Eridani star system. That’s exactly the idea Associate Brand Manager Matt Hoefer had in mind when he suggested a new Pringles Wavy® flavor, Moa Burger.
In the immensely popular universe of the Halo video games, Moa are large, flightless bird-like animals that reside on planet Reach, a vital colony that shields humanity against the merciless alien Covenant. “The gaming community has long been curious about what a Moa burger might taste like, so we decided to put one on the menu with limited edition crisps available exclusively at Walmart through the end of 2021,” Matt said. “After consulting with game developer 343 Industries and diving deep into the lore, we knew we made the right decision.”
Once the Pringles flavor team came up with the perfect Moa burger taste, Social and Influencer Engagement Manager Kayla Kiley Howard put her unique talents to work to let Halo fans know their dream of enjoying a 26th century Moa burger was a reality today, in the 21st century.
“Kellogg offers a lot of space and encouragement for marketers to test and learn from their ideas,” said Kayla. “We’re encouraged to offer ideas that are out of the ordinary. We even have an internal Edison Award that recognizes these types of initiatives.”
“Pringles strives to be involved in the gaming culture in an authentic way,” said Matt.
“I joined Kellogg for opportunities like this."
While Pringles Wavy Moa Burger is a huge hit, equally important is its ability to deliver on the brand’s strategy. “Pringles strives to be involved in the gaming culture in an authentic way,” said Matt. “I joined Kellogg for opportunities like this. I was impressed with the passion of the people, and the sense of autonomy and ownership we’re all given to bring smart and fun ideas to life. Working with 343 Industries to ensure stakeholder alignment and leveraging the Halo brand were instrumental to our success.”
Launching innovative new foods like this takes a large team. That’s the job of the Kellogg Salty Snacks Marketing and Experience Planning group within Kellogg North America Marketing. With its unique culture and “Be Salty” mantra, the group is always looking for what’s next.
“Remaining relevant in a fast-changing culture takes a lot of work,” said Kayla. “It’s essential that we understand our audiences so we can engage with them in an authentic way.”
So what’s next for Matt, Kayla and their colleagues? “We can’t give away any secrets, but look for the Pringles brand to always be edgy with our finger on the pulse of pop culture,” said Matt.
“We’re continuing to learn, to innovate and to succeed,” added Kayla.
“That’s what Kellogg is all about.”