Eat Natural appoints Hot Pickle for experiential activity

Eat Natural, the British snack bar company, has appointed creative agency Hot Pickle to create and implement its ‘Made in the Makery’ experiential activity throughout the summer.

The nationwide campaign, kicking off in June, will focus on key family, food and music festivals. ‘Made in the Makery’ will be a fully immersive experience, allowing festival-goers to experience making their very own, totally unique Eat Natural bar for the very first time in the company’s 21 year history.

Eat Natural recently launched their first vegan bar and a range of granolas called ‘Granooolala’. The 90 million bars produced annually are still made by hand in small batches ‘with love and care’ from their Makery in Essex. The company continues to invest in ‘Pollenation’, an initiative launched in 2016 to help tackle the decline of the British bee.

“We are chuffed to bits to be partnering with a brand that is all about good, simple ingredients and encouraging people to eat healthily.” says Andrew St Clair Johnson, partner, Hot Pickle “Historically, Eat Natural is a ‘discovery’ brand, and has done very little ATL marketing activity. We are looking forward to demonstrating the huge potential of experiential marketing – and to a memorable summer of fun that will all be about sharing the Eat Natural love.”

Lucia Gimson, brand communication manager, Eat Natural says, “Hot Pickle demonstrated a wonderful understanding of our brand.  We’re delighted with the ‘Made in the Makery’ campaign and are looking forward to a summer of baking, dipping, and sharing across the UK.”

Hot Pickle was appointed by Eat Natural following a competitive pitch.