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Sports’ first edible mascot was unveiled at the PopTarts Bowl in Orlando, Florida, and the internet is going wild.
Kansas State defeated North Carolina State 28-19, and then the winning team devoured even more giant pastries from a giant toaster. This was a clever marketing ploy.
A Pop-Tart holding a sign that says “Dreams Really Come True” and being cooked alive in a toaster is the darkest thing I’ve ever seen https://t.co/ujJyD8i1Ml
— Derek Faraci (@WH_Woolhat) December 29, 2023
The championship trophy included a slot in the top of the silver football for two actual PopTarts.
Fans took to X, formerly known as Twitter, to express their fascination, including many memes.
Heidi Ray, senior director of brand marketing for Pop-Tarts (Kellanova), said in an email to NPR that “campaigns that get both press and conversation have a disproportionate impact on the business.” . “We’ve been blown away by the response and engagement and are still analyzing it. But for now, we’re hoping for success to match the big Super Bowl moment.”
There’s no way the fine folks at Pop-Tarts wouldn’t take the money to sponsor this bowl game. I haven’t had a Pop-Tart since my school days, so now I want one. Let’s talk about town tonight. https://t.co/dls6GZSzoy
— Ari Wasserman (@AriWasserman) December 29, 2023
The Poptarts Bowl was originally called the Blockbuster Bowl and was first held in Miami in 1990, a game that drew more than 74,000 fans. The game is currently being held at Camping World Stadium in Orlando and is organized by Florida Citrus Sports, a nonprofit organization that manages events for the region.
Rest in peace my dear friend and mentor. @PopTartBowl mascot.
I take solace in knowing that I have fulfilled my most important purpose by being able to eat.
This loss is bitter and sweet, sweet and sour. Just like you💔😫
🙏 Leviticus 26:29 🙏
— Stamford Tree 🌲 (@DaStanfordTree) December 29, 2023
The game has had several different sponsors over the years, but the PopTarts are the latest to sign a multi-year deal with Florida Citrus Sports.
For the past three seasons, this game has been known as the Cheez-It Bowl, where a bucket of Cheez-Its is thrown at the winning coach’s head.