Picture this: A massive, grinning mascot takes center stage at a major college football game.
Fans cheer, cameras flash, and then—wait for it—the mascot gets eaten (yes, you read that right—eaten).
HUH? You suddenly ask yourself:
“Am I just having a bad dream?”
NO.
This isn’t some bizarre fever dream—it’s REAL!
In fact, it’s one of the most brilliant (and delicious) guerrilla marketing campaigns of recent years: Pop–Tarts’ edible mascot at the 2023 Pop-Tarts Bowl!
In an age where brands struggle to cut through the noise, Pop-Tarts pulled off something truly unforgettable.
It didn’t just slap a logo on a banner or launch a flashy TV commercial… it turned its brand into an experience—one that had fans talking, tweeting, and, most importantly, LITERALLY taking a bite.
The Recipe for a Viral Sensation
Pop-Tarts has always been known for its playful, slightly rebellious brand voice. So, when it decided to shake up the traditional sports sponsorship playbook, it went ALL IN.
With the help of communications and public relations agency Weber Shandwick, Pop-Tarts created the first-ever edible mascot—a walking, talking, human-sized Pop-Tart who, in an unexpected twist, was destined to become the post-game snack.
Photo from The Today Show
This wasn’t just about making people laugh. It was about capturing attention in a way that felt fresh, exciting, and perfectly on-brand.
After all, a trophy is cool, but a victory feast that doubles as a mascot?
There’s only one way to describe it: LEGENDARY!
The anticipation was real. Fans at the Pop-Tarts Bowl—held in Orlando, Florida—knew something unusual was brewing.
When the final whistle blew, the winning team didn’t just take home a championship title; they also got to chow down on a human-sized Pop-Tart.
YUM!
Photo from Campaign US
The reactions were priceless. Players took playful bites, fans erupted into cheers, and social media exploded.
Some people found it hilarious. Others found it bizarre. Everyone, however, was talking about it.
Was Pop-Tarts’ edible mascot campaign effective?
Pop-Tarts’ gamble on edible advertising paid off—BIG time. The campaign didn’t just make waves at the stadium; it also took over the Internet.
Take a look at its results:
- The campaign racked up 4 billion+ media impressions and engagement across social media, news outlets, and fan discussions, making it Pop-Tarts’ most talked-about moment ever.
- Pop-Tarts became the Grand Prix winner at the Cannes Lions in 2024, one of the marketing industry’s highest honors. This showed that the campaign wasn’t just a stunt but also a masterclass in experiential branding.
- The campaign sparked renewed excitement around the brand, reinforcing its status as a fun, go-to snack.
- From Twitter/X memes to late-night TV jokes, the edible mascot cemented itself as one of 2023’s most unexpected viral sensations.
Congratulations, Pop-Tarts and Weber Shandwick! These results show that the campaign truly paid off and caught the public’s attention!
*Applause*
There are a few lessons business owners and marketers can learn from Pop-Tarts’ campaign. These include:
- Unexpected Wins – Audiences are bombarded with ads daily. To stand out, brands need to do the unexpected—whether that’s an edible mascot or an unconventional product launch.
- Embracing the “Weird” – Weird is memorable. If it makes people laugh, question reality, or frantically search on Google, it’s working.
- Making “It” Shareable – Social media thrives on spectacle. Give people something they want to post, and they’ll do the marketing for you.
- Brand Identity – The edible mascot worked because it suited Pop-Tarts’ playful, slightly “chaotic” personality. If another brand tried this (say, a bank), it wouldn’t have had the same magic/effect.
The Final Bite
Overall, Pop-Tarts’ edible mascot wasn’t just a gimmick; it was also a genius move that turned a simple bowl game into a viral, award-winning sensation.
It proved that in today’s fast-paced, content-driven world, brands that take bold, creative risks are the ones that win.
So, the next time you’re brainstorming a marketing campaign, ask yourself:
“Is it fun?”
“Is it weird?”
“Would people literally eat it up?”
If you’ve answered YES to these questions and the campaign suits your brand’s identity, then it’s time for you to work on the next steps towards campaign activation.
Happy brainstorming!
About The Dynamic Marketing Communiqué’s
“Fridays: Gorillas of Guerrilla Marketing”
Jay Conrad Levinson (1984) said that Guerrilla Marketing “works because it’s simple to appreciate, easy to execute, and inexpensive.”
Guerrilla Marketing is unconventional.
Looking beyond the traditional ways of advertising, marketers and advertisers need to spice things up in order for their brand to have campaigns that not only make an impact but also stick to their target market’s mind.
Guerrilla Marketing usually aims to have direct contact with consumers.
This type of direct contact should spark an emotional reaction that leads to consumers effectively remembering the brand.
It’s about making a big impression and making that impression last a long time (if not forever).
Guerrilla Marketing can be inexpensive.
The effect of this is being able to create a buzz around the brand, and the strategy used to market it. Almost everything is passed around through word-of-mouth.
Word-of-mouth is one of the greatest outcomes and it usually doesn’t cost anything.
This is every business’ or brand’s dream!
Every Friday, we publish tips, examples, and other useful content on unconventional ways of marketing and promotion.
Learn more about how to grab your target market’s attention and make an amazing first and lasting impression without having to spend a lot of money.
Businesses don’t really need to spend much for a guerrilla campaign. You do not need a big budget to be successful. You just need creativity and a good imagination.
Hope you find this week’s guerrilla marketing insight interesting and helpful.
Stay tuned for next Friday’s “Gorillas of Guerrilla Marketing!”
Cheers,
Dyane Diasanta
Senior Content Writer
Valens Dynamic Marketing Capabilities
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