Dismembered baked goods speak out.

In a faux stand against Bloom supermarket’s new muffin tops, disgruntled muffin bottoms stage an extensive outdoor protest in South Carolina, with the help of agency BooneOakley. In addition to outrageous costumes and protest flyers, the outdoor component also includes a graffiti-defaced billboard.

Since the supermarket transformed its famed Blueberry Jumbo Muffin into Bloomberry Muffin Tops, the ad program has taken the form of a modern-day action group, CRUMB (Coalition of Really United Muffin Bottoms), with all the trimmings: a Web site, MySpace page and loads of online video.

The mock-protests, where the muffin bottoms crash events “promoting” the new product, take place April 15–17 in Greenville, S.C., at Clemson University, and at a Bloom market in Anderson, S.C.

From Creativity's Ad Critic:

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