Following the success of its game day activation last 12 months, Pop-Tarts will again feature an edible mascot at its eponymous college football bowl, per a press release. This time, one in all three toaster pastries — frosted wild berry, frosted hot fudge sundae and a mystery flavor — will be chosen to “ascend to ‘mouth heaven’” by the game’s MVP.
“Pop-Tarts will proceed to challenge college football rituals, and with all eyes on us at this 12 months’s game, we’re promising to triple the Crazy Good antics on- and off-field with much more shareworthy, showstopping, I-can’t-believe-they-did-that moments for fans to engage pre-kickoff,” said Heidi Ray, senior director of promoting at Pop-Tarts, in an announcement.
One of three toaster edible mascots will be chosen by the bowl game’s MVP to be eaten.
Courtesy of Kellanova
The Kellanova brand went viral on social media last December when its previously announced edible mascot was devoured by the Kansas State football team. Apart from generating engagement and positive sentiment, the mascot appeared on the red carpet for the premiere of Jerry Seinfeld’s “Unfrosted,” within the brand’s ads and as a preferred Halloween costume.
In the run-up to this 12 months’s bowl game on Dec. 28, consumers can guess which previously discontinued flavor — peanut butter, vanilla milkshake, blue raspberry, cinnamon roll, red velvet cupcake, grape or chocolate chip cookie dough — is the mystery flavor. They can even purchase limited-edition Pop-Tarts Printed Fun Mascot Packs at retailers.
Kellanova saw a 6% increase in organic sales year-over-year and a 16.1% increase in profits, per its most up-to-date earnings report. Mars in August agreed to purchase Kellanova for $35.9 billion.
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