POP-TARTS BOWL–The First Edible Mascot

With Pop-tarts’ first-ever college football bowl sponsorship in 2023, we challenged the conventions of rituals all Bowl season long, creating the world's first ever edible mascot born to be eaten by the winning team for the first time in history.

In 2024, we doubled down with a franchised sequel, proving Pop-Tarts Bowl is here to stay and unleash the spectacle.

AWARDS & RECOGNITIONS

Cannes - Pop Tarts: The First Edible Mascot:

• Brand Experience/Activation – GRAND PRIX

Clios - Pop Tarts: The First Edible Mascot:
• Experience/Activation: Events – GRAND CLIO

• Branded Entertainment: Experience/Activation: Shortlist

The One Show - Kellanova Pop-Tarts The First Edible Mascot

Public Relations – Brand Voice
Social Media – Stunts & Activations
Out of Home – Use of Humor
Out of Home – Experiential & Immersive
Experiential & Immersive – Innovation, New Ideas in Experiential & Immersive
Experiential & Immersive – Events: In-Person
Creative Effectiveness – Creative Effectiveness Consumer/Brand
Branded Entertainment – Experiential In-Person Events

International Andy Awards

The First Edible Mascot - GOLD

NA Sabres

Experiential, Sponsorship: PT Bowl, The First Edible Mascot

Role: Art Direction, Design

POP-TARTS BOWL YEAR ONE CASE STUDY VIDEO

PROP-TARTS BET PLATFORM

In order to drive excitement and conversation around the
Pop-Tarts bowl game, we created the Prop-Tarts platform where fans have a chance to play and win 1,000,000 pastries.

POP-TARTS BOWL YEAR TWO

In year one (2023) Pop-tarts established the right to play – and break through – by tackling college football rituals in a crazy good way as no ritual was safe. In year two (2024) we "unleashed the spectacle."

Pop-tarts bowl 2024 was designed as a franchise with more pulses, more storylines and more consumer touch points to build anticipation to game day.

POP-TARTS BOWL YEAR TWO CASE STUDY VIDEO