The First Edible Mascot

Agency: Weber Shandwick
Client: Kellanova

In sports sponsorships, most brands buy their way in, stick their logo where it doesn’t belong, and get lost.

So we made a mascot to die for sponsorships’ sins… To unlock a new eating occasion for a brand historically associated with breakfast, Pop-Tarts created the world’s first edible mascot, a human-sized Frosted Strawberry Pop-Tarts pastry, and fed it to the winning team of the Pop-Tarts Bowl—as a snack. Leveraging the brand’s new bowl sponsorship, and armed with the insight that you don't need to love football to love the game, we reimagined college football rituals to entertain audiences and break into broader popular culture. By turning our brand into a meme and then killing it in a giant on-field toaster, we got Gen-Zers talking about the brand and demonstrated that Pop-Tarts is a snack for every occasion. And we sold 21M+ more pastries and earned 4B+ impressions as a result.