Let them eat!

Megan Hotson


The food and beverage industry has embraced a consumer’s growing appetite for experiences.

Of the top five food categories globally, confectionery and snacks are highest in demand, so how can brands make the most of this?

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.

From Veuve Clicquot’s Sunnyside up brunch café to Malteser’s bakery, or Cadbury’s vegan tweetshop – there are a whole host of brands turning to pop-up concepts to get people talking (and eating).

Magnum, and Nutella, are amongst these F&B brands turning to experiential pop-ups to establish a point of difference.

Magnum’s Remix pop-up

Capitalising on the UK’s scorching summer, Magnum opened their ‘Magnum Studios’ pop-up in Shoreditch.

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 – featuring three ‘remixed’ versions of the Classic Magnum.

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.

The listening and recording booths represented the different versions of Magnum’s new ice cream and allowed guests to record their version or remix a selection of chosen tracks.

Magnum concluded their studio experience by offering customers branded merchandise – encouraging that all important snap for the ‘gram.

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Nutella’s Happy Portion Parlour

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.

The brand wants to establish a physical presence that enhances their online and on-the-shelf offering to immerse customers – engaging with them in a new way.

Demonstrating the chocolate spread’s versatility, Nutella will show its customers the variety of ways they can use a spoonful of the spread across different breakfast dishes.

The Parlour will whip up a host of breakfast classics, as well as dishes with a more a contemporary twist – including peach melba or breakfast bruschetta.

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.


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TOO takeaways -

  1. A growing appetite for a F&B led experience

Post pandemic, social interaction has levelled up. Brands are popping up world-wide to re-invigorate a love and interest in their products.

 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.

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.

  1. An opportunity to change an existing narrative

Nutella have masterfully re-written the narrative surrounding convenience by imploring their consumers to opt for variety first when it comes to breakfast.

 In doing so, the brand has added value to their existing product by nudging people to be more creative, consequently future proofing their product.

How could your brand re-think a cultural belief to stand apart from the rest?

  1. Harness all the senses

When it comes to creating an immersive experience, brands must lean into a combination of the senses.

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.

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.




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