McCain and the Robin Collective launch Londons First potato pop-up
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To celebrate the launch of their new frozen roast potatoes, McCain has teamed up with London foodie innovators the Robin Collective to create London’s first immersive roast potato pop-up experience – “Sunday Best”.
The event at 18 Maddox Street, Mayfair, invites ticket holders to embark on a journey through the seasons and enjoy Sunday dinner in a new and immersive way. Taste experiences include roast potato kebabs, roast dinner ice-cream ‘Sundays’ and a chance to dip McCain’s crispy on the outside, fluffy on the inside roasties into London’s first gravy fountain. The event culminates in a Christmas day themed feast, plus there are many more flavour sensations to be revealed which will appear along the way.
The pop-up features as part of McCains £6million, eight-week marketing campaign – featuring TV, OOH, outdoor, print, social media and PR activity in a bid to drive trial and convert consumers from homemade to pre-prepared.
McCain marketing director, Mark Hodge, commented: “Until now, there hasn’t been a frozen roast potato that can rival mum’s homemade roasts. The frozen alternative has always been too much of a compromise – dry and uniform in shape, and not something that mums were proud to serve, so it’s no surprise that the majority of roast potatoes served in the home are still homemade.
Agency freud, are handling all PR around the activation.
