of
Devised by agency Open Communications, the activation built on the brand’s summer campaign, which is encouraging families to get outside and enjoy food al fresco. It featured a fete-style picnic area, including a bell tent, picnic benches, children’s games, teddy bears, balloons and flags, surrouded by a picket fence.
The Pom-Bear character made an appearance on the Saturday (16 August), giving families the chance to have their photos taken with the famous yellow bear.
Claire Cooper, senior brand manager at Pom-Bear, said: "There is so much energy and enthusiasm at Lollibop and we know that families attend the festival to have some time together and most importantly some fun.
"We wanted to create an area that was relaxed as well as entertaining and feel that our country fete-themed area really captured that."
Earlier this year, Pom-Bear acted as the official sponsor of the tenth National Picnic Week in June, and took its family-friendly picnic activation to Cornbury Festival in Oxfordshire, Somersault Festival in Devon and Deer Shed 5 Festival in north Yorkshire.
Comment below to let us know what you think.
For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine .