College football has always been weird. Between the turnover chains, the giant foam fingers, and the fans who paint their entire torsos in sub-zero temperatures, the sport thrives on a specific kind of beautiful madness. But honestly? Nothing quite prepared us for the Pop-Tart Bowl 2024. It wasn't just a game between the NC State Wolfpack and the Kansas State Wildcats. It was a fever dream wrapped in a foil pouch and toasted to a golden brown.
If you weren't watching on December 28, you missed the moment sports marketing transcended mere advertising and entered the realm of the surreal. We’ve had the Cheez-It Bowl with its "Prince of Cheddar," and we’ve seen coaches doused in Duke’s Mayonnaise. But the Pop-Tarts Bowl did something different. It gave us a mascot that literally craved its own demise.
The Mascot That Chose Death
Let's talk about Strawberry. That’s the official name, though most of us just knew him as the "Edible Mascot." The concept was basically a masterclass in dark humor. Throughout the Pop-Tart Bowl 2024, this giant, sentient pastry skipped around the sidelines, holding signs that said things like "Dreams really do come true" and "End Me." It was morbid. It was hilarious. It was exactly what the internet wanted.
Most mascots are designed to live forever in the hearts of fans. Not this guy. The entire marketing campaign was built around the fact that at the end of the game, the mascot would be lowered into a giant toaster, cooked, and then eaten by the winning team.
The commitment to the bit was staggering. When Kansas State secured their 28-19 victory over NC State, the ritual began. Strawberry climbed atop a massive silver toaster, waved a final, cheerful goodbye to the crowd, and slowly descended into the heating elements as "The Final Countdown" played. A few minutes later, a giant, actual edible Pop-Tart emerged from a slot at the bottom for Avery Johnson and the rest of the Wildcats to feast upon.
Beyond the Pastry: What Actually Happened on the Field
It’s easy to let the mascot overshadow the fact that the Pop-Tart Bowl 2024 was actually a fantastic football game. Kansas State came into Orlando with a point to prove. With quarterback Will Howard having entered the transfer portal (eventually landing at Ohio State), all eyes were on true freshman Avery Johnson.
The kid didn't disappoint.
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Johnson threw for 178 yards and two touchdowns, but it was his legs that really tore the NC State defense apart. He ran for another 71 yards and a score, looking every bit like the future of the Big 12. Kansas State’s offensive coordinator, Conor Riley, called a brilliant game that kept the Wolfpack off balance. They used a heavy dose of DJ Giddens, who racked up 151 yards on the ground.
NC State didn't just roll over, though. Brennan Armstrong, in his final college game, tried to put the team on his back. He ran for over 120 yards himself. There was this one specific play—a fake punt by the Wolfpack that caught everyone off guard—that felt like the momentum might shift. But NC State struggled in the red zone. They couldn't convert opportunities into touchdowns, and against a disciplined Chris Klieman team, that’s a death sentence.
Why This Bowl Game Broke the Internet
Marketing experts like those at AdAge and Sports Business Journal have spent months deconstructing why this worked. Usually, bowl game sponsorships are background noise. You see the logo on the 25-yard line, you hear the announcer say the name thirty times, and you forget about it by New Year's Day.
The Pop-Tart Bowl 2024 changed the ROI calculation for mid-tier bowls. By leaning into the "meme-ability" of their product, Kellanova (the company formerly known as Kellogg’s) generated more earned media than most brands get from a Super Bowl ad.
- The Uncanny Valley: The mascot looked just human enough to be creepy, which made the "eating" part feel taboo and exciting.
- Self-Awareness: The brand knew people think bowl names are silly, so they went 100% into the silliness.
- The Reward: Winning players usually get a trophy. In this case, they got a sugar high.
There was a moment on the broadcast where the commentators were trying to discuss Kansas State’s defensive line rotations while a giant Pop-Tart was doing the "Sprinkler" dance in the background. It was jarring. It was peak 21st-century entertainment.
The Avery Johnson Era Begins
If you’re a Kansas State fan, the Pop-Tart Bowl 2024 isn't just about the snack. It’s the day the keys were officially handed to Avery Johnson. His poise was what stood out most. For a freshman to lead a game-winning drive in a bowl setting without turning the ball over—that’s rare.
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On the other side, NC State fans had a bit of a bittersweet night. Brennan Armstrong’s career ended with a loss, but he played with a grit that defined his tenure. Coach Dave Doeren has built a remarkably consistent program in Raleigh, but this game highlighted the need for more explosive playmakers on the outside if they want to crack the top tier of the ACC.
Logistics of a Toaster Mascot
People keep asking: "How did they actually do it?"
The "death" of the mascot was a choreographed stage illusion. The person inside the suit (a professional gymnast/performer) exited the suit through a trap door in the "toaster" platform before the suit was lowered. Meanwhile, a pre-made, food-grade giant Pop-Tart was kept warm in a separate compartment at the bottom.
Is it a bit dark? Sure. But in a world of corporate blandness, the Pop-Tart Bowl 2024 felt human. It felt like someone in a boardroom finally said, "Let's just have some fun with this."
Why the 2024 Version Hit Different
Previous iterations of this bowl—the Tangerine Bowl, the MicronPC Bowl, the Cheez-It Bowl—all had their moments. But the 2024 edition solidified the "Food Bowl" as a specific sub-genre of Americana. We are now in an era where the trophy is secondary to the "edible experience."
Critics might argue that it devalues the game. They say it makes a mockery of the hard work the athletes put in. But if you watch the post-game footage, the players were having the time of their lives. They weren't offended. They were hungry. They were literally tearing chunks off a giant pastry while wearing championship hats.
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Correcting the Record: Common Misconceptions
I’ve seen a few things floating around social media that aren't quite right about the Pop-Tart Bowl 2024.
First, some people thought the mascot was actually "cooked." Obviously, no. It was a theatrical prop. Second, there was a rumor that the losing team had to watch the winners eat. That’s not true; the NC State players had already headed to the locker room by the time the toaster ceremony hit its peak. Finally, the flavor of the edible mascot was Frosted Strawberry. There were heated debates on Twitter (or X, whatever we're calling it) about whether it should have been Brown Sugar Cinnamon. For the record, Strawberry is the classic choice for a reason. It's the OG.
What to Watch for in the Next Cycle
The success of the Pop-Tart Bowl 2024 has created a bit of an arms race. Other sponsors are now looking for ways to create "viral rituals." We saw the Duke's Mayo Bowl continue its tradition of dumping mayo on the winning coach, but even that felt a bit "standard" compared to a sentient pastry seeking its own demise.
For the upcoming season, expect even more interactive mascot involvement. There are rumors of other food-based bowls looking into "edible trophies" or ceremony-based celebrations that involve the fans more directly.
Actionable Insights for the College Football Fan
If you're looking back at this game or preparing for the next bowl season, here’s how to actually use this information:
- Watch the Young Guns: Avery Johnson’s performance in the Pop-Tart Bowl 2024 is the blueprint for how he'll be used in the new-look Big 12. If you're a bettor or a fantasy college football player, his rushing floor makes him a high-value asset.
- The "Vibe" Factor: When picking bowl games to attend, look for those with high-engagement sponsors. The atmosphere in Orlando was electric compared to some of the more "corporate" bowls in Texas or Arizona.
- Memorabilia Value: Believe it or not, the "Toasted" merchandise from this specific game has become a collector's item. If you find a shirt or a program from the game at a thrift store or on eBay, grab it. It’s a piece of niche sports history.
- Follow the Creators: The team behind the mascot's social media presence (the agency Golin) is worth following. They are basically rewriting the playbook on how to handle sports sponsorships in a way that doesn't feel like a boring commercial.
The Pop-Tart Bowl 2024 wasn't just a game; it was a cultural moment that proved college football is at its best when it refuses to take itself too seriously. Whether you came for the RPO schemes or the suicidal strawberry, you walked away with a story to tell. And at the end of the day, isn't that why we watch?