To launch Rowntree’s new 30 per cent less sugar range of Fruit Pastilles and Randoms, Rowntree’ s tasked Amplifythe marketing agency, with concepting, creating and delivering a two-month long nationwide #RowntreesTasteTour. 
 
The Rowntree’s Taste Tour invites a wide range of people to try the new sweets in a brightly coloured, factory-style pop up full of bending pipes. The centerpiece is a sushi belt of tasting opportunities that gives people a chance to try the reduced sugar range in a uniquely Rowntree’s way. 
 
The fun extends with a photo stand where people can create personalised photos and GIFs. Participants are encouraged to share their pictures online with the #RowntreesTasteTour hashtag for a chance to win tickets to Camp Bestival and Luna Cinema.
 
The tour launched at the Birmingham Bullring on July 13 and finishes at Cardiff Castle on September 16.
 
Natasha Lawless, from Rowntree’s® brand team, said: “We wanted to create an experience where people could discover the great taste of Rowntree’s 30 per cent Less Sugar sweets in a way that reflected Rowntree’s fun and playful personality. The Rowntree’s Taste Tour does exactly that, letting busy people re-connect with their fun side and find out how amazing our new sweets taste.”
 
Amplify’s founder, Jonathan Emmins, added: “By appealing to a variety of carefree moment seekers, this pop-up’s outlandish look is bound to drive mass trial and engagement. The end result is a sure-fire way for people to realise that Rowntree’s 30 per cent less sugar range still has 100 per cent fruity flavour.