Belvita's 'Soft Bakes Bakery' Pop-Up Doles Out Free Product Samples
Laura McQuarrie — September 10, 2015 — Marketing
References: belvitabreakfast & eventmagazine
As part of Belvita's launch of its new Soft Bakes, a pop-up bakery will be touring the UK and giving out free product samples. The Soft Bakes Bakery will offer a taste of the three new Soft Bakes products in flavors like Red Berries, Golden Grain and Choc Chips.
As a play on the soft nature of the breakfast biscuits, the pop-up bakery will feature padded fabric walls and even soft furniture—engaging more than one of the senses.
In addition to the experiential touring bakery, the Soft Bakes launch will also be supported by an in-store campaign that pushes consumers to: "Try a softer start to the day." By giving consumers the chance to see, touch, smell and taste its Soft Bakes, they're more likely to want to bring home a box when they see the familiar product in stores.
As a play on the soft nature of the breakfast biscuits, the pop-up bakery will feature padded fabric walls and even soft furniture—engaging more than one of the senses.
In addition to the experiential touring bakery, the Soft Bakes launch will also be supported by an in-store campaign that pushes consumers to: "Try a softer start to the day." By giving consumers the chance to see, touch, smell and taste its Soft Bakes, they're more likely to want to bring home a box when they see the familiar product in stores.
Trend Themes
1. Experiential Marketing - Creating immersive pop-up experiences with sensory elements can enhance consumers' connection to products and brands.
2. Sampling Campaigns - Offering free product samples through pop-up activations can generate excitement and increase product trial among potential customers.
3. Multisensory Experiences - Incorporating elements that engage multiple senses, such as padded fabric walls and soft furniture, can create memorable and impactful brand experiences.
Industry Implications
1. Food and Beverage - The use of pop-up bakeries and sampling campaigns can disrupt traditional marketing methods and drive customer engagement within the food and beverage industry.
2. Marketing and Advertising - Experiential marketing strategies involving pop-up activations and sensory elements present new opportunities for marketing and advertising professionals to create unique brand experiences.
3. Retail - Implementing in-store campaigns and experiential pop-ups can help retailers capture the attention of consumers and drive product sales within the retail industry.
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