A series of “Pipnic” pop-ups are taking place at high footfall locations across the UK capital during July by nut butter brand Pip and Nut. The dedicated “Pipnic” sampling spaces will showcase and serve up a range of nut butter and nut milk breakfast, lunch and snack ideas, plus play host to a series of yoga and exercise classes run by leading fitness studio Frame.
Pip and Nut has partnered with experiential specialist, Sense, to create the activations and execute the summer-themed campaign, which brings to life both the nut butter occasion and the playful nature of the lifestyle brand. It represents Pip and Nut’s biggest sampling exercise to date, with 50,000 samples to be handed out across the six-day campaign.
Running throughout the day, the Pipnic Pop-Up will target commuters and office works during the week and hit high footfall parks and events at the weekend. Highlighting the versatility of nut butters, granola pots with almond milk and a drizzle of almond butter will be served at breakfast, along with a selection of open sandwich tasters from lunchtime onwards with toppings, including almond butter with avocado and chilli and coconut almond butter with mixed berries. In addition, the brands nut butter squeeze packs, a perfectly portioned on-the-go snack, will be handed out, with roaming carts also heading to nearby tube station and high footfall areas.
Commenting on the campaign, Pip Murray, Pip and Nut founder, said: “Pipnics really captures the fun, playful nature of the Pip and Nut brand both in terms of the menu, activities on offer and also the design of the space, which includes lots of brand notes with a picnic chillout area and a bright coloured bar. As well as building brand awareness and encouraging trial, we wanted to use the campaign as an opportunity to educate on usage occasions and create a Pip and Nut ‘moment’, a time in the day to both enjoy a nut butter treat and take some time to pause.”
Commenting on the campaign, Sense’s senior account manager, Joanna Wharton said: “We’re very excited to be working with such an innovative brand during a key growth period. Our brand ambassadors will be taking Pip & Nut’s great sense of fun and its message about the importance of a healthy lifestyle to Londoners over the summer months.”
The Pip and Nut Pipnic campaign runs until July 22.