CHICAGO — By bringing consumers together over a shared appreciation for this year’s Pop-Tarts Bowl, the Mars brand is capitalizing on the popularity, generating more buzz for the Edible Mascots by taking them to the streets of Pittsburgh.

In the first-ever Edible Mascot ‘sacrifice,’ football fans in Pittsburgh can participate in the conclusion to the Pop-Tarts Protein Slammin’ Strawberry mascot’s journey. The event, to be held April 24, will feature photo opportunities with various brand mascots and toaster pastry samples on a first-come, first-served basis.

“Over the past three seasons, the Edible Mascot sacrifice has become a cultural phenomenon our fans look forward to every year,” said Leslie Serro, VP of marketing for Pop-Tarts. “Now, we’re giving them the chance to take a bite of the action as the Pop-Tarts Protein Slammin’ Strawberry mascot’s journey comes to an end in Pittsburgh. For the first time, we’re taking this iconic tradition from the football field to the people and inviting fans to be at the center of the Crazy Good chaos.”

The toaster pastry brand invites consumers to participate in person or online via Pop-Tarts’ social media presence.