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.
Experiential Baking Tours
Hovis is Embarking on a Roadshow in a 1962 Airstream Trailer
Trend Themes
1. 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.
2. 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.
3. 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.
Industry Implications
1. 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.
2. 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.
3. 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.