In order to celebrate Father's Day 2016, McVitie's debuted an edible installation in the form of a Jaffa Cakes tower inside Bluewater Shopping Center in Kent, England. The installation was made with countless boxes of Jaffa Cakes and included the words "Don't forget dad" spelled out in orange.
The inventive snack brand activation served to remind consumers of the classic British treat while shopping and was inspired by research McVitie's conducted that suggested two-thirds of UK consumers are most likely to forget Father's Day annually. Shoppers were invited to approach the edible Jaffa Cakes tower and take home one of the custom boxes that included a greeting for dad to give to the father figure in their life (or to be enjoyed in their honor) for the holiday.
Edible Snack Cake Installations
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Exploratory Food Pop-Ups
Experimental Snack Brand Pop-Ups
Branded Ice Cream Trucks
Pop-Up Toast Cafes
Surf Bar Pop-Ups