A minor college football game existing far outside of the College Football Playoff and the sport’s top powers has become a viral sensation, thanks to a successful rebranding of the event, supported by what was described as the first-ever edible mascot in sports.

On the surface, Thursday’s Pop-Tarts Bowl in Orlando was nothing particularly special, with No. 25 Kansas State defeating No. 18 N.C. State, 28-19, before 31,111 fans in a game between a pair of three-loss teams. But the matchup transcended into something else entirely, with the breakfast pastry brand Pop-Tarts supporting its new title sponsorship of the game with an over-the-top postgame celebration.

In a ritual that was at once surreal and perhaps a bit morbid, a Pop-Tart mascot descended into an oversized toaster prop on the Camping World Stadium field. From that replica toaster emerged an actual, giant-sized (and now non-mascot) Pop-Tart that Wildcats players and coaches began to eat. The game trophy also featured actual Pop-Tarts that were similarly consumed.