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Library/Campaign/Pop-Tarts: The First Edible Mascot
Grade B21 sourcesHIS-00390

Pop-Tarts: The First Edible Mascot

Campaign · 2023 · Notable

43Editable slideCertificate

Its agency claimed 21 million more pastries sold after the televised mascot sacrifice.

Noah Fleischman

@fleischman_noah · Dec 28, 2023

Welcome to the Pop-Tarts Bowl.

1043
Original · Noah Fleischman (@fleischman_noah)

Nick Castillo

@Nick_Castillo74 · Dec 29, 2023

Pop Tart Mascot meeting his demise but set to My Hero by Foo Fighters. #PopTartsBowl

13K56
Post · @Nick_Castillo74 on X
Welcome to the Pop-Tarts Bowl.
@fleischman_noah on X
Kellanova press image of a Strawberry mascot costume beside seasonal Pumpkin Pie Pop-Tarts.
Kellanova
Pop-Tarts Bowl Unveiled New Mascot Using Giant Toaster at Midfield
Sports Illustrated
Pop-Tarts edible mascot emerging from giant toaster during college football Pop-Tarts Bowl activation, showcasing playful food and beverage marketing stunt organized by Weber Shandwick
Weber Shandwick / Weber Create
The Pop-Tarts mascot is lowered into a toaster following the 2023 Pop-Tarts Bowl between the Kansas State Wildcats and the NC State Wolfpack at Camping World Stadium on Thursday in Orlando, Fla.
NPR (via WUSF)
Pop Tart Mascot meeting his demise but set to My Hero by Foo Fighters. #PopTartsBowl
@Nick_Castillo74 on X
How Much Pop-Tarts Bowl Earned in Free Media Exposure With Edible Mascot
Sports Illustrated
THE FIRST EDIBLE MASCOT | Entry
Cannes Lions / The Work
Pop-Tarts First Edible Mascot wins Grand Prix at 2024 Cannes Lions
Kellanova (via PR Newswire)
Weber Shandwick team on stage at Cannes Lions accepting Grand Prix for brand experience campaign, celebrating award-winning creative work
Weber Shandwick
ESPN Delivers Record Viewership Across College Football Playoff and New Year’s Six
ESPN Press Room
‘He is risen!’ Silliness ensues at Pop-Tarts Bowl in Orlando
WKMG / ClickOrlando

Spread Score

How it works
Reach63Contagion35Breadth60Velocity15Longevity1943

Numbers

Campaign impressions, brand claim; not unique people
4B
As of Jun 21, 2024 · Self-reported · Kellanova (via PR Newswire)
Peak date
Week of Dec 29, 2023
Dec 28 ’23 to Week of Dec 29, 2023
Platforms
8
Started on X
Origin
Stunt
Food & beverage

Mechanics

  • Real-world spectaclePrimary
  • Transgression
  • Response chain
  • Platform jump
  • Press loop

How it spread

Trace the origin

Pop-Tarts staged a mascot debut and toaster finale at its sponsored bowl. Unaffiliated clips became remixes and religious and workplace memes on X and Reddit. Press covered the reaction, and the brand later sold a mascot costume and staged Strawberry’s return.

Dates use the stated precision; chart positions are date anchors.

Google searchesDec ’23Jan ’24MarMayJulSepNovJan ’25PeakPressOpen webTVXRedditGroup chatsInstagramRetail
PressOpen webTVXRedditGroup chatsInstagramRetail

14 more events on this chart

Join free to see them

Timeline (17)

  1. November 2023

    Pop-Tarts precursor · Nov 27 ’23

    Pop-Tarts announced that the winning bowl team would eat a pastry version of its mascot.[1]

    Open the first post ↗

  2. December 2023

    Allrecipes precursor · Dec 13 ’23

    Allrecipes covered Prop-Tarts, inviting fans to predict bowl moments involving the mascot to win pastries.[21]

  3. CNN News Central precursor · Dec 27 ’23

    CNN anchors discussed the announced edible mascot and asked how the team would eat it.[2]

    Pop-Tarts Bowl Unveiled New Mascot Using Giant Toaster at Midfield
Origin
Stunt
Sector
Food & beverage
Region
US
Campaign impressions, brand claim; not unique people
4B
As of Jun 21, 2024 · Self-reported · Kellanova (via PR Newswire)
Evidence
Grade B

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YouTube · 2023

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HUSQVARNA x DOOM

3.8B impressions

A Recipe for Seduction

X · 2020

52
A Recipe for Seduction | Presented by Kentucky Fried Chicken | Full Mini-Movie | Lifetime

1.8B impressions

BYD Demolish the Old Legends

Open web · 2023

52
Contemporary screenshot of BYD’s original Weibo film, posted at 20:10.

800M impressions

New cases, every week

How the next thing spread, the week it does.

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Google searchesDec ’23Jan ’24MarMayJulSepNovJan ’25PeakPressOpen webTVXRedditGroup chatsInstagramRetail
PressOpen webTVXRedditGroup chatsInstagramRetail

14 more events on this chart

Join free to see them

  1. November 2023

    Pop-Tarts precursor · Nov 27 ’23

    Pop-Tarts announced that the winning bowl team would eat a pastry version of its mascot.[1]

    Open the first post ↗

  2. December 2023

    Allrecipes precursor · Dec 13 ’23

    Allrecipes covered Prop-Tarts, inviting fans to predict bowl moments involving the mascot to win pastries.[21]

  3. CNN News Central precursor · Dec 27 ’23

    CNN anchors discussed the announced edible mascot and asked how the team would eat it.[2]

    Pop-Tarts Bowl Unveiled New Mascot Using Giant Toaster at Midfield

  1. precursor · Dec 28 ’23

  2. seed · Dec 28 ’23

Join free to see the other 14 events and the full chart. Free, on every case.

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Why it worked

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Pro opens the playbook, all 9 sourced numbers and 21 sources. Start with a free account.

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