Lead Paragraph:
Kellanova’s Pop-Tarts brand is reviving its wildly successful edible mascot campaign for its sponsored college football bowl game this December, capitalizing on last year’s social media frenzy when the Kansas State football team devoured a giant toaster pastry on-field. This year’s event will feature a twist: the game’s MVP will “ascend to mouth heaven” by eating one of three flavors—frosted wild berry, frosted hot fudge sundae, or a mystery variant—while fans can guess the secret flavor from a lineup of discontinued classics.
Key Details:
Expanded Activation: Building on 2023’s viral moment, Pop-Tarts promises “triple the Crazy Good antics” with pre-game stunts and interactive fan engagement. The mascot, which became a pop culture icon (appearing in ads, a Jerry Seinfeld film premiere, and as a Halloween costume), will return with amplified theatrics.
Mystery Flavor Gamification: Consumers can vote on the mystery flavor from seven retired options (peanut butter, vanilla milkshake, etc.) via limited-edition Printed Fun Mascot Packs sold at retailers, blending nostalgia with marketing.
Business Context: Kellanova’s recent 6% organic sales boost and 16.1% profit surge underscore the campaign’s ROI. The brand’s $35.9B acquisition by Mars in August 2024 signals confidence in its innovative tactics.
Quote Highlight:
“We’re challenging college football rituals with more shareworthy, showstopping moments,” said Heidi Ray, Pop-Tarts’ senior marketing director, emphasizing the brand’s commitment to viral-worthy spectacles.
Event Timeline:
Aug. 28, 2025: Bowl game featuring the edible mascot ceremony.
Pre-Game: Flavor guessing contest and merch sales ramp up buzz.
Why It Matters:
The campaign exemplifies how food brands leverage live events and nostalgia to drive engagement, blending absurdist humor with tangible sales results. With Mars’ backing, Pop-Tarts’ stunts may grow even more ambitious post-acquisition.
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