Rowntree’s has backed the launch of its new 30% less sugar range of Fruit Pastilles and Randoms with a brightly-coloured factory-style pop up full of bending pipes, with a “sushi belt” of tasting opportunities at the centre, giving people a chance to try the reduced sugar range in a uniquely Rowntree’s way.
The activation was created for Rowntree’s by marketing agency Amplify, which will be responsible for delivering it during the two-month long nationwide #RowntreesTasteTour. The wacky theme is backed up by the behavior of the brand ambassadors – if someone tries a Random, the host tells a random fact; but if they try Fruit Pastilles, they are entertained with jokes. The fun extends with a photo stand where people can create personalised photos and GIFs. Participants are encouraged to share their pictures online with the #RowntreesTasteTour hashtag for a chance to win tickets to Camp Bestival and Luna Cinema.
The tour launched at the Birmingham Bullring on Thursday 13th July 2017. The Taste Tour then appeared at Camp Bestival, Hampton Court Palace Festival, Luna Cinema, Ascot Racecourse, Tatton Park, Manchester, and Harewood House, Leeds, and will be finishing at Cardiff Castle on Saturday September 16th.
Natasha Lawless of the Rowntree’s brand team says: “We wanted to create an experience where people could discover the great taste of Rowntree’s 30% Less Sugar sweets in a way that reflected Rowntree’s fun and playful personality. The Rowntree’s Taste Tour does exactly that, letting busy people re-connect with their fun side and find out how amazing our new sweets taste.”
Amplify’s founder, Jonathan Emmins, adds: “By appealing to a variety of carefree moment seekers, this pop-up’s outlandish look is bound to drive mass trial and engagement. The end result is a sure-fire way for people to realise that Rowntree’s 30% less sugar range still has 100% fruity flavour.”
Amplify is a marketing agency that creates integrated campaigns and experiences designed to influence audiences. Clients include Airbnb, Sonos, Nike, Google, Jack Daniels and PlayStation.