Up With Bottoms!

Blame Seinfeld episode 155 if you wish, because ever since it aired, "muffin tops" have been viewed as the icing on the cake (and we don't mean the type that results from ladies squeezing their trunk junk into too-tight, low-rise jeans).

To advertise its new muffin tops, Bloom supermarkets and ad agency BooneOakley, Charlotte, N.C., are staging a fake protest this month in which a quartet of human-sized, headless, jealous muffin bottoms retaliate via three-hour store picketing stunts, charged fliers, crudely "defaced" Bloom billboards and videos that can be viewed at www.crumbworldwide.org. The fauxtest publicizes the evolution of Bloom's longtime signature product, the Blueberry Jumbo Muffin, to Bloomberry Muffin Tops. The Coalition of Really United Muffin Bottoms (aka CRUMB), also have a dedicated MySpace page. Bloom is a division of Food Lion.