A marketing stunt so wild, you could EAT IT? Know more about this brilliant & delicious campaign!
| From the desk of Miles Everson: Hello! Welcome to today’s edition of “Gorillas of Guerrilla Marketing!” If you’re not familiar with this yet, this unconventional strategy is simple to appreciate, easy to execute, and sometimes, inexpensive. Such tactics serve as a reminder that marketing our brand or offerings doesn’t always have to be traditional or “boxed.” That’s why today, let’s talk about a fun, clever, and “wild” guerrilla marketing campaign. Keep reading below to know how one snack brand left a lasting impression with its “Crazy Good” personality in a unique way. |
A marketing stunt so wild, you could EAT IT? Know more about this brilliant & delicious campaign! 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.
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!
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:
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:
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! Hope you’ve found this week’s guerrilla marketing insight interesting and helpful. Stay tuned for next Thursday’s Gorillas of Guerrilla Marketing! Do you want to know how one fast food brand’s Seoul trend turned heads AND stomachs in 2024? See it in next week’s article! |
Miles Everson
CEO of MBO Partners and former Global Advisory and Consulting CEO at PwC, Everson has worked with many of the world's largest and most prominent organizations, specializing in executive management. He helps companies balance growth, reduce risk, maximize return, and excel in strategic business priorities.
He is a sought-after public speaker and contributor and has been a case study for success from Harvard Business School.
Everson is a Certified Public Accountant, a member of the American Institute of Certified Public Accountants and Minnesota Society of Certified Public Accountants. He graduated from St. Cloud State University with a B.S. in Accounting.
