Circle Agency and Bonne Maman spread happiness with experiential tour
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Following the success of its first ever experiential campaign last year, jam and conserve brand Bonne Maman has announced a nine month tour which welcomes the UK public to explore the ‘House of Bonne Maman’.
The campaign re-creates a homely French-style kitchen and – following audience feedback – includes even more recipe demonstrations and children’s craft activities using the iconic Bonne Maman jars. It will integrate social media for the first time, drawing on customer-generated content across Facebook, Twitter and Instagram.
Visiting 10 of the UK’s key shopping centres, the tour starts on the 9th of April at Meadowhall in Sheffield and is designed and activated by experiential marketing agency Circle Agency.
Circle Agency MD and founder Claire Stokes, said “Bonne Maman is a heritage brand that’s all about authenticity and family values. This campaign reflects that, and brings people together in a relaxed and genuine environment to learn more about the products and the delicious recipes you can make with them.”
“Moving into social was a natural progression; people love Bonne Maman both for cooking and for crafts and there is a huge community of people who are inspired by the brand already sharing content using #BonneMaman”
The country-chic style stand, which was designed and built by Circle Agency’s in-house production team, will hold hourly recipe demonstrations by a team of brand ambassadors. Free samples of mini jam will be handed out, and there is the opportunity to purchase conserves, compotes and caramel spreads direct from the stand.
The House of Bonne Maman will visit the following locations: Arndale, Manchester, Metro Centre, Newcastle, Livingstone Centre, Edinburgh/Glasgow, Bullring, Birmingham, Brighton Churchill Square, Meadowhall, Sheffield, West Quay, Southampton, Brent Cross Shopping Centre, St David’s, Cardiff and Drakes Circus, Plymouth.
