Experience is everything, this is something us experientualists (yes I’ve donned that as a new word, taken from Experientialism) hear every day. Everything we do has to be an experience, and should make the consumer resonate with that particular brand.
Brands have been doing this well for a number of years so there is nothing new there. What is new is the now unparalleled trend for food markets, or what we will call the sensorial food experience.
We don’t want sit down meals any more we want something new, bold, daring, memorable and most of all something we can show off to our friends about.
The list is now endless, with brands being at food festivals, community events, bespoke pop ups and they are all coming up with new and innovative ways to entice us to attend and experience what they have to offer.
Stats from our friends over at foodfestivalfinder.co.uk show that 71% of people that go to food festivals are females, 29% are between the ages on 25-34 and 59% don’t have kids. The biggest areas of interest to get us to attend is Alcoholic drinks, closely followed by condiments and then meat and fish.
So, the summary is that most of us love food, no shock there and we also want to be impressed and taken out of our ordinary lives and into a new world.
With all of that on offer how do brands make themselves stand out a couple of the below are some of my personal favs;
Pret Veggie pop up
Banking on one of the most popular health trends of this year, Pret opened a Veggie food only pop up. After the huge success, it is now a permanent feature in the heart of Soho.
Cadburys Cream Egg Cafe
Nostalgia foods is another huge trend for this year and Cadburys used that and teamed it with Great British classics. You could go in for egg and soldiers, apart for your egg was far from a savoury treat and featured the Cadburys Egg itself for you to dip your toast in.
Magnum at Selfridges
Making the food experience like going to an art exhibition, countless quirky toping’s and options made this an ice cream to rival anything from Mr Ben and Mr Jerry.
Deliveroo UK Tour
UK pop up tour where people could win takeaways and vouchers – Convenience is also a must have for people, and Deliveroo used that to target people on their commutes, when people can be most hungry! A big ‘fruit machine’ takeaway bag was installed at all the main stations and commuters could pull the handle and win any number of things from money off vouchers to free takeaways!
With all of these experiences out there how do brands make themselves stand out. The answer is by simply thinking outside the box. How easy that is, is another matter. All we know is that we are excited to try anything that’s on offer this year with eager eyes and empty bellies ready to fill.