Last month, Kellogg's-owned food brand Pop Tarts staged a pop-up café in New York's Times Square, serving guests classic New York dishes with a twist. The café was open from 21-26 February, inviting visitors to experience Pop Tarts beyond the toaster, with the brand putting a sweet twist on typical New York dishes like pizza, cheesecake and burritos. Diners could test out concoctions such as Pop Tarts Pizza, Tarty Tacos and Birthday Fiesta Nachos. The brand also teamed up with UberEats for one night on 24 February to offer college students unable to make it to the café a free Pop Tarts burrito, which would be delivered direct to their door.
Last year, Kellogg's staged an event which used virtual reality (VR) to transport Londoners back to ancient Egypt. The activation was designed to mark the launch of the brand's Ancient Legends product range at the British Museum. Guests donned VR headsets, and took their places at the table where they were then able to tuck into Kellogg's cereal with Cleopatra. The 360-video also let them look around the elaborate palace and glimpse the pyramids in the background.
In July, Dorset Cereals' fans were treated to a 'breakfast extravaganza' at Cornbury Music Festival. Campers were invited to dine for free in a branded tent, which featured long banqueting tables lined with a selection of Dorset Cereals' yoghurt, milk and juices. Festival-goers were also able to take part in a range of activities including yoga kids morning wake up sessions and face painting. An all-day games area was also in place, and treasure hunts were conducted around the campsite to add to the experience.
Nestlé unveiled a pop-up in Westfield Stratford last year, which invited guests to choose from a selection of 12 different Nestlé cereals, such as Nesquik, Shredded Wheat, Shreddies, Cherry Bakewell Shredded Wheat, Curiously Cinnamon and Cheerios. The 'Aisle of Wonder' pop-up allowed guets to mix and match their favourite cereals, which could then be enhanced with toppings, milk and yoghurt. Guests could sample the cereals for free, and could purchase their personalised cereal creations from the temporary outlet.
Weetabix came to the aid of festival-goers at last year's V Festival and Reading Festival, delivering samples of its On The Go bottled breakfast drink to guests' tent doors. Campers woke up to an ice cold bottle of Weetabix On The Go, and also had the opportunity to win VIP upgrades and side-of-stage viewing experiences as part of the activation.
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