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.
What Makes This Trend Stand Out
- Edible Installations
- The use of edible installations as a form of brand activation presents opportunities for innovative and interactive marketing experiences.
- Personalized Packaging
- Customized packaging with personalized greetings for specific occasions provides a unique and memorable touch for consumers.
- Consumer Behavior Insights
- Leveraging consumer research to identify gaps in awareness and creating experiential campaigns to address those gaps can lead to increased brand engagement.
Sectors Adopting This
- Food and Beverage
- Innovative edible installations can be utilized by food and beverage companies to create immersive brand experiences and increase customer loyalty.
- Retail
- Personalized packaging initiatives can be implemented in the retail industry to differentiate products and enhance the overall shopping experience.
- Marketing and Advertising
- The use of consumer behavior insights in experiential campaigns presents opportunities for marketing and advertising agencies to better connect with target audiences.
