Live voting, LTO tailgate pack create Pop-Tarts Bowl buzz

BACK TO ALL NEWS

Live voting, LTO tailgate pack create Pop-Tarts Bowl buzz

23 Dec 2025

Mari Rydings

Mari Rydings is a versatile content creator, editor and marketer with experience developing dynamic, results-driven materials for B2B and B2C audiences. As the editorial director for Avant Food Media, she leads the day-to-day editorial operations for the company’s print and digital magazines, newsletters and social media platforms. Outside of work, she loves reading, hiking, putting together jigsaw puzzles and spending time with her husband and their twin daughters.

CHICAGO — Kellanova, a new member of the Mars, Inc. family and owner of the Pop-Tarts brand, is betting on in-stadium activities, at-home festivities and social media to boost fan interaction and brand awareness during the 2025 Pop-Tarts Bowl.

A live game-day fan vote will determine which of two teams of edible mascots, Team Sprinkles or Team Swirls, will earn the honor of being eaten by this year’s bowl game winners. Kellanova is using text messaging to encourage consumer engagement. Fans can text “Sprinkles” or “Swirls” to 21523 during the game to cast their vote for the winning edible mascots.

Consumers also had the chance to win a limited-edition collector’s box featuring all of this year’s edible mascots — Protein Slammin’ Strawberry, Frosted Cherry, Frosted Cookies & Creme, Frosted Chocolate Chip Cookie Dough, Frosted Wild Berry and Frosted Hot Fudge Sundae — by engaging with the brand on Instagram.

“Pop-Tarts fans are passionate about their favorite flavors, so this year, we’re giving them the power to decide which Edible Mascot team — Team Sprinkles or Team Swirls — will be sacrificed and eaten by the winning team,” said Leslie Serro, VP of marketing for Pop-Tarts. “Whether fans are voting for their favorite team or recreating the epic sacrifice with the Pop-Tarts Limited-Edition Team Sprinkles versus Team Swirls Tailgate Pack, they’ll find that this year’s game is all about delivering more unforgettable moments than ever.”

For fans attending the Pop-Tarts Bowl game in-person at Camping World Stadium in Orlando, FL, Kellanova has several on-site brand activation events planned, including a Fan Fest; a social-first mascot cam livestreaming on TikTok and Instagram; and classic football concessions made with Pop-Tarts, including loaded toaster pastries, nachos, deep-fried Pop-Tarts, waffle cone bowl sundaes, Bavarian pretzels and trifles.

Kick-off for the 2025 Pop-Tarts Bowl is Dec. 27 at 3:30 p.m. ET on ABC.

Advertisement

BACK TO ALL NEWS