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    Pop-Tarts Positions Product as ‘Edible Art’

    Post-Pop artist Burton Morris has collaborated with Pop-Tarts, a brand of Battle Creek, Mich.-based Kellogg Co., to launch the “Pop-Tarts Pop Art” program, which recasts the classic toaster pastries edible works of art. As part of the inventive promotion, Morris has designed five limited-edition Pop-Tarts boxes.

    Post-Pop artist Burton Morris has collaborated with Pop-Tarts, a brand of Battle Creek, Mich.-based Kellogg Co., to launch the “Pop-Tarts Pop Art” program, which recasts the classic toaster pastries edible works of art. As part of the inventive promotion, Morris has designed five limited-edition Pop-Tarts boxes.

    The program also includes tips from the artist on how families can be creative at home together, using everyday objects as inspiration. At www.poptarts.com/popart, visitors can buy T-shirts featuring Morris designs, or come up with their own T-shirt designs and enter them in the Pop-Tarts Pop Art contest. Site users vote on their favorite designs, and the entrants whose designs garner the most votes each week for eight weeks receive a Burton Morris print. One grand-prize winner, selected by Morris, will win a day with the artist himself in Pittsburgh. Activities will include a museum tour, a visit to the artist’s studio, and painting an original artwork with Morris that the winner can keep. The contest, which ends Sept. 6, 2009, is open to U.S. residents age 18 or older.

    “When Kellogg first introduced Pop-Tarts toaster pastries in the 1960s, the name was intended to be a play on the ‘Pop art’ craze of the time,” explained Nicolas Amaya, associate director of marketing, Pop-Tarts. “So who better to paint Pop-Tarts into Pop culture history than Burton Morris? [His] signature use of bright and playful colors, and his ability to inject energy and optimism into common objects, and elevate them to iconic status, make him the perfect artist to help celebrate the fun, creative spirit of Pop-Tarts.”

    “Part of what’s so fun about art is challenging yourself to look at everyday objects in new and different ways,” noted Morris, whose artwork has been featured on the TV show “Friends,” the 76th Academy Awards, the 38th Montreux Jazz Festival, the 2004 Summer Olympic Games and the 2006 MLB All-Star Game, as well as raising millions of dollars for charities worldwide. “Not only are Pop-Tarts an icon of Pop culture, the fun flavors, colorful sprinkles, frosting and fillings make each of them a little piece of edible art, which is what inspired me to design Pop-Tarts art. In much the same way, families can use everyday objects both as tools and as inspiration to create their own unique works of art, which is enjoyable for every member of the family, regardless of age. And what’s great about art is that there’s no right or wrong; every piece is outstanding in its own way.”

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