A series of ‘Pipnic’ pop-ups took place at high footfall locations across the UK capital during July by nut butter brand Pip & Nut. The dedicated ‘Pipnic’ sampling spaces showcased and served up a range of nut butter and nut milk breakfast, lunch and snack ideas, plus played host to a series of yoga and exercise classes run by leading fitness studio Frame.
Pip & Nut partnered with Sense to create the activations and execute the summer-themed campaign, which brought to life both the nut butter occasion and the playful nature of the lifestyle brand. It represents Pip & Nut’s biggest sampling exercise to date, with 50,000 samples handed out across the six-day campaign.
Running throughout the day, the Pipnic Pop-Up targeted commuters and office workers during the week and hit high footfall parks and events at the weekend. Highlighting the versatility of nut butters, granola pots with almond milk and a drizzle of almond butter were served at breakfast, along with a selection of open sandwich tasters from lunchtime onwards with a range of toppings, including almond butter with avocado and chilli and coconut almond butter with mixed berries. In addition, the brands nut butter squeeze packs, a perfectly portioned on-the-go snack, were handed out, with roaming carts also heading to nearby tube stations and high footfall areas.
“Pipnics really captures the fun, playful nature of the Pip & Nut brand both in terms of the menu, activities on offer and also the design of the space, which includes lots of brand notes with a picnic chillout area and a bright coloured bar,” said Pip & Nut founder Pip Murray. “ As well as building brand awareness and encouraging trial, we wanted to use the campaign as an opportunity to educate on usage occasions and create a Pip & Nut ‘moment’, a time in the day to both enjoy a nut butter treat and take some time to pause.”
Commenting on the campaign, Sense Senior Account Manager Joanna Wharton said: “We’re very excited to be working with such an innovative brand during a key growth period. Our brand ambassadors took Pip & Nut’s great sense of fun and its message about the importance of a healthy lifestyle to Londoners in July.”
The Pip & Nut Pipnic campaign began on 13 July in Islington and ended on Tooting Common on 22 July.
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