Until Saturday, passersby are welcome to try the campfire treat made with one of three Aero varieties — white chocolate, milk chocolate and mint — and take selfies with onsite props including a tent and a canoe to share with their social networks.
The event plays off the brand’s current advertising strategy that encourages consumers to be mindful and appreciate life’s small moments, Christine McClean, marketing director, confectionery at Nestlé told Canadian Grocer. A s’more, she said, is one of life’s simple pleasures and Aero enhances it.
S’mores kits can be purchased onsite for $5 — with $2 from every sale benefitting Kids Help Phone — and include six graham crackers, three marshmallows, an Aero milk chocolate bar and a recipe card.
McClean said the brand team would evaluate the event and interest from consumers to determine how to further leverage the campaign through the back half of the year and to grow it next year.