I noticed one of the campaign billboards a week or so ago and, I must say, the tagline is one of the best I have seen in quite a while. I absolutely love the fact that Brownie points is open to both the figurative and literal interpretation.
Brownie points: a notional mark of achievement, or kudos for performing some creditable act.
toast points: triangular pieces of toast, often without the crust, used as the base of hors d'oeuvres and canapés.
Okay, so the brownies may not actually be points, but I can certainly imagine that some of the crumbles are in the shape of triangles.