The Becel Blend Bar is an interactive pop-up currently being hosted by the Unilever brand in Toronto. Located at the Loblaws store at Maple Leaf Gardens, the pop-up features an exhibition-like set-up revealing the origin of Becel's margarine and lessons on how to use it in cooking fresh dishes.
The Becel Blend Bar pop-up will feature appearances and tutorials by Michelin-star celebrity chef Graham Elliot of MasterChef fame and Canadian healthy eating expert Rose Reisman. The innovative concept is an excellent way for the brand to communicate to consumers the healthful origin of each ingredient included in the product range.
The Becel Blend Bar concept was originally debuted by the Unilever brand in the Netherlands in 2015. As consumers become inundated with recipe resources and begin to feel overwhelmed, brands have a great opportunity to meet shoppers in the store and provide an educational interaction there.
Margarine Culinary Pop-Ups
The Becel Blend Bar Highlights the Brand's Versatile Product Range
Trend Themes
1. Interactive Culinary Pop-ups - The trend of hosting interactive culinary experiences in pop-up environments offers opportunities for brands to engage customers and provide education on product origin and usage.
2. Celebrity Chef Collaborations - Collaborating with well-known chefs can provide brands with exciting and innovative ways to showcase their products and attract customers.
3. Experiential Marketing - Using experiential marketing tactics, such as pop-up exhibitions, can create memorable and immersive experiences for customers, making it more likely that they will engage with and buy the product.
Industry Implications
1. Food & Beverage - Food and beverage brands can benefit from hosting culinary pop-ups and collaborating with chefs to promote their products and offer education on their usage.
2. Retail - Retailers can create unique in-store experiences for customers by partnering with brands to host pop-up exhibitions that educate and engage them on product usage and origin.
3. Marketing & Advertising - Marketing and advertising agencies can help brands create innovative and memorable experiential marketing campaigns, such as pop-up exhibitions, to engage and attract customers.