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Marketing roundup: pop-ups, pop-ups, everywhere

How brands are creating buzz and connecting with consumers through experiences

As consumers continue to place importance on experiences, more and more food makers are turning to pop-up shops to connect with them in interesting ways. Whether introducing a new product, trying to generate more sales or reach new audiences, pop-ups are a great way to build brand buzz. And, with a glut of retail space in most downtown cores — it’s a win-win for brands and real estate owners.

Here’s a quick look at some of the pop-up executions from food brands over the past few months.

Chipits

chipits-bake-bar-interior-copyNothing beats biting into a delicious, gooey cookie straight out the oven. When you’re a chocolate chip brand, and a popular baking ingredient, telling that story through traditional advertising channels can be difficult. Hershey Canada’s Chipits used a pop-up bake bar in Toronto’s east end to bring the experience to life. Visitors could pick from a list of ingredients and have their cookies baked on-site.

Häagen-Dazs

Bar Häagen-Dazs.  June 21, 2017.  Toronto, Canada (photo: Vito Amati/Ryan Emberley Photography)Häagen-Dazs is on the hunt for millennials and set up shop in Toronto’s trendy King West neighbourhood — the heart of the city’s social scene — to tempt them with a sweet treat. The brand sampled its new line of alcohol infused ice creams and a variety of its classic flavours, presented on gold spoons and pieces of wood. At night, the space converted to a legal-drinking-age only bar, serving cocktails made with Häagen-Dazs ice cream and with local DJs performing.

General Mills

cheerios-pop-up-1To illustrate how important bees are to food crops, General Mills’ Honey Nut Cheerios cereal brand created a “grocery store of the future,” with near-empty shelves where coffee beans, canola oil and other staples should sit. According to the food maker, without healthy bee colonies, “one out of every three bites of food is in danger of disappearing.”

 

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