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Created by production agency Helix 3D, the installation was designed to appear as if hundreds of the new oat snacks were pouring out of the circular tin. Visitors could sample the new product at the activation, which was positioned as a destination away from the office.
The tour schedule targeted urban workers in London’s Canary Wharf, Colmore Square in Birmingham, Spinningfields in Manchester and Exchange Flags in Liverpool.
Marilyn Campbell, the spoon-player who features in the product’s latest TV advertising campaign, also made an appearance on the tour. She showcased her unique musical skills and gave consumers tips on the spoon-playing technique.
Alongside experiential and TV, the £4.5m launch campaign also includes outdoor, digital and PR marketing executed by agencies Golin, Fallon, PHD and Elvis.
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