JVN Partnership with Pop-Tarts

Lauren Reho
3 min readJun 13, 2020

Jonathan Van Ness, the “Queer Eye” beauty guru we all know and love partnered with Pop-Tarts to add a little bit of sparkle to pretzels during the Super Bowl. The brand campaign was to ultimately “fix” the classic pretzel by replacing it with the newest sweet and salty snack, the Pop-Tarts Pretzel.

I believe Pop-Tarts selected Van Ness as a partner for this campaign due to his nature of bringing out the best in people, even Pop-Tarts. He has already won over the hearts of millions of people across the world and is a true breath of fresh air in contemporary society. With his enthusiastic self and constant energy, he is the ideal influencer to show fans a new way to enjoy the classic gameday snack.

Jonathan Van Ness is a celebrity influencer. He is an American hairdresser, podcaster, author and television personality. He has done work with the Netflix series “Queer Eye” as well as the web series parody “Gay of Thrones.” He also is the host of his very own podcast, “Getting Curious with Jonathan Van Ness.” Other than being a celebrity influencer, he is also a LGBTQ+ activist and a role model to thousands of young queer people by resonating with those from all walks of life, showing them they are not alone. He has 5 million followers on Instagram, and his personal hashtag (#jvn) has over 39 thousand posts on the app.

This influencer is a very good fit for the brand because, just as Pop-Tarts are fun and full of flavor, Van Ness is too. He is already a loyal brand advocate, according to Phil Schaffer, senior director of marketing at Pop-Tarts, and therefore, he is a natural fit for the campaign.

“Who knew that pretzels could be such a diva?” Van Ness said. “I couldn’t be happier to help this salty classic show-off its sweet side with new Pop-Tarts Pretzel on one of the biggest snacking days of the year.”

I think Pop-Tarts will measure the success of the influencer partnership by looking at both the quantitative and qualitative factors that make up their following and target audience. I think they will be assessing the “hard numbers” such as how many likes, views and shares they receive on social media as well as audience growth after Van Ness publishes his posts. I also think they will closely examine the tone of user comments and retweets about the product to see if they are more positive over negative.

Pop-Tarts will be closely looking at a wide variety of KPIs but mainly the engagement on social media platforms, clicks to their site from Van Ness’s postings and their audience reach and growth during the campaign.