In a fun and perhaps outrageously weird move, Pop-Tarts® is set to introduce the first-ever edible mascot at the 2023 Pop-Tarts Bowl. The winning team will not only earn the Championship Trophy and bragging rights, but also the unique opportunity to feast on the mascot itself.
Heidi Ray, Senior Director of Marketing at Pop-Tarts, expressed excitement over this innovative approach, stating that the brand has always been committed to delivering ‘Crazy Good’ flavor, even if it means turning their beloved football mascot into a snack.
The edible mascot is part of Pop-Tarts’ new ‘Agents of Crazy Good’ campaign, which aims to challenge expectations and surprise fans with unexpected brand experiences. The mascot will interact with fans during the game and transform into a celebratory snack for the winning team at the final whistle.
The Pop-Tarts Bowl, featuring teams from the Atlantic Coast and Big 12 conferences, will take place at Camping World Stadium in Orlando and will be broadcast live on ESPN on December 28 at 5:45 p.m. ET.
Fans can follow Pop-Tarts on Instagram, TikTok, or @PopTartsBowl on their preferred social media platform to witness the unveiling of the first-ever Edible Mascot and stay updated on all the ‘Crazy Good’ fun.