Today, bread brand Hovis kicked off the start of its baking roadshow, which will have a 1962 Airstream trailer stop at various locations across the UK.
The first stop on the brand's tour will be to spend a few days at St David's Shopping Centre in Cardiff, where it will serve warm, oven-fresh slices of its wholemeal loaf and offer interactive baking demonstrations. As well as being able to pick up a few break-making tips, guests will also have the opportunity to try their hand at milling wheat on a specially rigged bicycle and even take home a loaf of their own.
The experiential roadshow will be offering a taste of the brand throughout the summer on its journey from Leeds to Glasgow.
Why This Trend Is Growing
- Experiential Tours
- Incorporating interactive, hands-on experiences like baking demonstrations as part of a brand's mobile tour is increasingly popular, adding value for consumers and engaging new potential customers.
- Brand Activation
- Brands looking to make an impact in a crowded market through experiential marketing are taking to the road with mobile tours, offering personalized experiences, and promoting a direct connection to their products.
- Sustainability
- By offering consumers the opportunity to mill their own wheat and providing oven-fresh bread, the trend towards sustainable practices, such as reducing food waste and supporting local communities, can be promoted as part of the brand's experiential tour.
Industries Being Reshaped
- Food and Beverages
- Incorporating experiential tours offering hands-on experiences to customers in unique locations for popular food and beverage brands is becoming a more popular tactic for marketing these products.
- Tourism and Travel
- By promoting experiential tours as a draw for visitors, tourism boards are highlighting unique, hands-on experiences, such as baking roadshows, to stand out from traditional travel itineraries.
- Event Planning and Promotion
- Event planners and promoters can learn from and incorporate experiential tours that provide interactive and personalized experiences as part of their overall strategy for attracting attendees and customers.
