{"id":3166,"date":"2022-08-12T14:53:05","date_gmt":"2022-08-12T14:53:05","guid":{"rendered":"https:\/\/content.theoneoff.com\/2022\/08\/12\/let-them-eat\/"},"modified":"2022-08-12T14:53:05","modified_gmt":"2022-08-12T14:53:05","slug":"let-them-eat","status":"publish","type":"post","link":"https:\/\/content.theoneoff.com\/2022\/08\/12\/let-them-eat\/","title":{"rendered":"Let them eat!"},"content":{"rendered":"\n
The food and beverage industry has embraced a consumer\u2019s growing appetite for experiences.<\/p>\n\n\n\n
Of the top five food categories globally, confectionery and snacks are highest in demand, so how can brands make the most of this?<\/p>\n\n\n\n
To stand out, brands are developing more creative ways to engage with their consumers. Handing out free samples of food or drink on busy streets no longer cuts the mustard.<\/p>\n\n\n\n
From Veuve Clicquot\u2019s Sunnyside up brunch caf\u00e9 to Malteser\u2019s bakery, or Cadbury\u2019s vegan tweetshop \u2013 there are a whole host of brands turning to pop-up concepts to get people talking (and eating).<\/p>\n\n\n\n
Magnum, and Nutella, are amongst these F&B brands turning to experiential pop-ups to establish a point of difference.<\/p>\n\n\n\n
Capitalising on the UK\u2019s scorching summer, Magnum opened their \u2018Magnum Studios\u2019 pop-up in Shoreditch.<\/p>\n\n\n\n
The concept framing the pop-up was inspired by remixing everyday classics. The experience offered visitors the chance to sample from their new Remix range \u2013 featuring three \u2018remixed\u2019 versions of the Classic Magnum.<\/p>\n\n\n\n
Upon entering the Ice-cream haven, customers could not only taste the new flavours, but they could also experience the remixed flavours through music, art, and fashion.<\/p>\n\n\n\n
The listening and recording booths represented the different versions of Magnum\u2019s new ice cream and allowed guests to record their version or remix a selection of chosen tracks.<\/p>\n\n\n\n
Magnum concluded their studio experience by offering customers branded merchandise \u2013 encouraging that all important snap for the \u2018gram.<\/p>\n\n\n\n<\/figure>\n\n\n\n
Nutella are hoping to promote the endless potential of their already loved chocolate spread with the opening of their new iconic pop-up in Soho, London.<\/p>\n\n\n\n
The brand wants to establish a physical presence that enhances their online and on-the-shelf offering to immerse customers \u2013 engaging with them in a new way.<\/p>\n\n\n\n
Demonstrating the chocolate spread\u2019s versatility, Nutella will show its customers the variety of ways they can use a spoonful of the spread across different breakfast dishes.<\/p>\n\n\n\n
The Parlour will whip up a host of breakfast classics, as well as dishes with a more a contemporary twist \u2013 including peach melba or breakfast bruschetta.<\/p>\n\n\n\n
Nutella is encouraging its consumers to play with variety, taking a more considered approach to preparing breakfast. In doing so, the brand is moving away from promoting the more rushed breakfast options which may be more convenient on-the-go, but are not as Nutella argues, as enjoyable.<\/p>\n\n\n\n
<\/p>\n\n\n\n<\/figure>\n\n\n\n
TOO takeaways – <\/strong><\/h2>\n\n\n\n
Post pandemic, social interaction has levelled up. Brands are popping up world-wide to re-invigorate a love and interest in their products.<\/em><\/p>\n\n\n\n
<\/em>F&B led pop-ups create a space which affords its customers a chance to stay, eat and drink, increasing the level of interaction possible with their brand and products. <\/em><\/p>\n\n\n\n
Offering a full experience and not just a curb-side sample service not only boosts the pop-ups shareability but encourages consumers to re-visit. <\/em><\/p>\n\n\n\n
Nutella have masterfully re-written the narrative surrounding convenience by imploring their consumers to opt for variety first when it comes to breakfast. <\/em><\/p>\n\n\n\n
<\/em>In doing so, the brand has added value to their existing product by nudging people to be more creative, consequently future proofing their product. <\/em><\/p>\n\n\n\n
How could your brand re-think a cultural belief to stand apart from the rest?<\/em><\/p>\n\n\n\n
When it comes to creating an immersive experience, brands must lean into a combination of the senses.<\/em><\/p>\n\n\n\n
Magnum allowed those who entered their studios a chance not just to taste their remixed flavours, but to also listen, and visually explore them through art, and fashion too. <\/em><\/p>\n\n\n\n
How could your brand diversify its pop-up experience by offering a 360 sensorial opportunity, that takes your space from one that encourages an emotional, as well as transactional response. <\/em><\/p>\n\n\n\n
Let them eat<\/p>\n","protected":false},"author":12,"featured_media":2094,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[7],"tags":[4],"class_list":["post-3166","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-trends","tag-too"],"acf":[],"yoast_head":"\n
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