Pop-Tarts - Case Study: The First Edible Mascot

In order to cut through the plethora of brand mascots in US College Football, Weber Shandwick decided to put Pop-Tart's product front and centre by creating the 'First Edible Mascot'. The mascot jumped out of a giant toaster at a college match and afterwards was 'toasted' so that he could be devoured by fans, creating an unforgettable gameday experience and viral moment. This won the Cannes Lions 2024 Brand Experience & Activation Lion Grand Prix.