The First Edible Mascot
Weber Shandwick
Client: Pop-Tarts
To break into 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 on the field of the Pop-Tarts Bowl, as a snack. While many brands turn their food into a mascot, for the first time ever, we turned a mascot into food—changing the playbook for American sports sponsorships in the process.