Client: Pop-Tarts
The First Edible Mascot was a delicious, value-driven move, placing Pop-Tarts—an American breakfast icon—at the center of the broader snacking conversation and center of the 2024 college football bowl season. With mascots as the ultimate symbol of team spirit, the first edible mascot was born, then eaten, to engage the crowd of the Pop-Tarts Bowl. The result was the biggest campaign in Kellanova’s brand history, leading to 21M more Pop-Tarts sold in the eight weeks after the game than in the comparable period before. Add to that, The New York Times said “the Pop-Tarts Bowl won the Internet.”
