Pop-Tarts Bowl: The Tart

HIFIVE + Florida Citrus Sports

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The 7th Annual Awards

Nominee ✨

• Best Use of Culture, Music or Entertainment

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ABOUT THIS ENTRY

To announce one-of-a-kind concession items at the Pop-Tarts bowl, we created a video based on the Emmy-winning cooking show, The Bear, mixed in some classic Pop-Tarts Bowl humor, and shot it like the show. Plus an easter egg mimicking the famous Taylor Swift car karaoke scene, but changing the words to be Pop-Tarts Based

How does this represent "Excellence in Engagement"?

Using content people already enjoy—and giving it a unique twist—creates a memorable experience that drives real fan engagement. For a college football bowl game, there is often only one moment to capture national attention. By leaning into pop culture and presenting it in a fresh, unexpected way, the Pop-Tarts Bowl team is able to capture the national attention and engagement before the teams even enter the stadium 

The overwhelming demand for more—from memes to merchandise to calls for the song featured in the video to be released—demonstrates that the content resonated far beyond the initial viewing. When fans actively ask for more of the experience, it’s clear the engagement strategy is working.

Objective

The objectives of The Tart was to spark early, widespread conversation around the Pop-Tarts Bowl by bringing together both college football fans and audiences who don't typically engage with the sport. By blending humor and cultural relevance, the video was designed to transcend traditional Bowl Game marketing and create a piece of content that people wanted to watch, share, and talk about—regardless of their interest in football, all before the game kicked off. The frosting on top, the video revealed a one-of-a-kind concession item to be sold inside the stadium during the game.

The production leaned fully into the aesthetic of The Bear, filming in a real kitchen and recreating the show’s fast-paced style. The twist: one of the edible Pop-Tarts mascots took center stage, bringing the bowl game’s signature absurdity into a setting known for intensity and drama.

The result was more than a viral moment. The campaign generated  online conversation, amplified fan anticipation ahead of the game, and translated directly into real-world impact—driving demand for the featured concession item inside the stadium.

By blending pop culture parody, sports fandom, and product storytelling, the Pop-Tarts Bowl once again turned entertainment into measurable game-day engagement.

Strategy & Execution

Following the breakout success of last year’s Oppenheimer trailer parody, Poppenheimer, the Pop-Tarts Bowl team once again set out to tap into a major cultural moment—this time with a culinary twist.

Inspired by the chaos and intensity of the hit series The Bear, the team placed the Hot Fudge Sundae Pop-Tarts mascot inside a high-pressure kitchen environment, turning the fan-favorite edible mascot into one of the stars of a fast-paced, comedic parody.

To build anticipation, Pop-Tarts Bowl social channels released a teaser image recreating the iconic promotional pose from The Bear, with a Pop-Tart subtly featured in the background. The post immediately sparked conversation and excitement among fans online.

The final video delivered multiple nods to the show that fans would instantly recognize—from the frantic kitchen energy, fighting with someone named cousin, the tickets coming in non-stop, and the memorable car karaoke scene. In true Pop-Tarts Bowl fashion, the moment was reimagined with a playful twist: a parody of Taylor Swift’s “Love Story,” rewritten as “Tart Story.”

And Orlando locals recognized a lot of the talent, ranging from theme park actors and local chefs, as an easter egg to the 407

Organizations

• HIFIVE

  Florida Citrus Sports

Featured

• Frosted Hot Fudge Sundae

Credits

Chris Delahoz
President
HIFIVE

Jordan Eichenblatt
Director
HIFIVE

Matt Repchak
Chief Marketing Officer
Florida Citrus Sports

Fernando Tosetti
Director of Photography
HIFIVE

Jo King
Editor
HIFIVE

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