Cow & Gate to create Super Yummies adventure zone at London festivals

Groupe Danone-owned brand Cow & Gate is taking its Super Yummies adventure to London village fairs this summer, raising awareness of its Super Yummies range, a new brand of snacks for toddlers which launched earlier this year.

Cow & Gate's Super Yummies brand: activating at village fairs this summer
Cow & Gate's Super Yummies brand: activating at village fairs this summer

The activation, devised by agencies MEC Wavemaker and Motion and branded 'Super Yummies adventure', will take place at Wimbledon Guild Village Fair on 18 June, and also at Lewisham Peoples Day festival and Lambeth Country Show, both being held in July. 

It will be similar to an activation unveiled at the Urban Village Fete, which took place at Greenwich Peninsula on 15 May. Cow & Gate created a play space - the Super Yummies Discovery playground. Tailored for little ones, it allowed them to create adventures of their own making, while discovering how much fun they can have with real fruit and vegetables.

Activities within the pop-up area encouraged children to have adventures with healthy foods, use a special kiddie-friendly ‘fruit and veg sorter’, and slide into a ball pit filled to the brim with squishy soft toys resembling fruit and vegetables.

Samples of the new products will also be distributed at the events, including yoghurt and fruit pouches, rice cakes, breadsticks, and freeze dried fruit and vegetable pieces.

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