Bacofoil ran its first experiential pop-up experiential pop-up at November’s Cake & Bake Show, the UK’s biggest baking event, to challenge consumer perceptions of the brand. The brand teamed up with Bake Off 2016 quarter-finalist Benjamina Ebuehi, who ran demonstrations showcasing how Bacofoil enhances her baking.
Consumers traditionally view Bacofoil is as a trustworthy and great quality brand, used by those who know their way around the kitchen; but Bacofoil wants to move that along and be seen as the reliable helper for all kinds of kitchen jobs, for all people, of all ages.
LIFE Agency was appointed by Bacofoil to create and implement the experience, with staff provided by Elevate Staffing.
The objectives of the campaign were to drive awareness of the Bacofoil range, communicate USPs and product benefits, and engage with consumers to increase dwell time on the stand for them to build a positive relationship with the brand.
The pop-up experience had three zones:
- The Pantry – a retail zone pre-merchandised with Bacofoil bundles.
- Around the table – an interactive zone with prepared pre-cut sheets of Baking Paper to demonstrate the non-stick quality of the structured product. Guests were invited to feel the paper, guess how many dimples were on a 10m roll and provide an answer to enter a prize draw to win great prizes.
- The Kitchen – a demonstration zone where visitors gathered around a horseshoe-shaped table to find out more about the Bacofoil brand and product benefits. Three demonstrations were run daily, covering a range of topics.
Brand ambassadors embodied Bacofoil’s ‘friend in the kitchen’ proposition and encouraged visitors to enter a competition, with data collected via iPads.
Over the four days of the show, the stand featured 12 live demonstrations and 3,000 samples handed out to visitors. There were 41,300 attendees on to the Bacofoil stand, more than a third higher than target.
LIFE is an award-winning 10-year-old full service creative agency with clients including Coca-Cola European Partners, Whitbread, Dr. Oetker, Carlsberg, Moët Hennessy, Taylors of Harrogate, Birds Eye and Whitbread. It is part of Communisis PLC.
Elevate Staffing offers bespoke staffing solutions and marketing activations across the UK, EU and US. Agency clients include Havas, LIFE, A Little Bird, IMG, 3 Monkeys Zeno, and Jack Morton and Live, and direct brand clients include Oculus, Facebook, Monster, Coca-Cola, and Soap & Glory.