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To celebrate the inaugural Pop-Tarts Bowl and break through a heavily-sponsored college football bowl season, we created the World’s First-Ever Edible Mascot and fed it to the winning team. The Edible Mascot broke the internet along the way, putting more emphasis on it's sacrifice than on the actual game.
"While most brands turn their food into mascots, we turned our mascot into food."
Recognition - 2024 Cannes Festival - Brand Experience & Activation - Grand Prix // 2024 Andy Award // 2024 Clio Award- Experience/Activation - Grand Clio // 2024 One Show - Experiential & Immersive: In-Person Events - Bronze // 2024 London International Awards - Non-Traditional & Branded Entertainment - Gold & Silver