Are pop-ups worth it? For food and beverage brands, they just might be

For food and beverage brands, maximizing sensory experiences can create a memorable impression and measurable uplift in customer engagement, Andy House, senior creative director at commercial printing company, The Imagine Group, told FoodNavigator-USA. 

“When we take something that has a multitude of senses impacting each other, it actually expands the captivity of the experience to a new level,” he added. 

In-person engagement offers benefits that digital cannot provide, Tenyse Williams, founder of PR and digital marketing firm, Verified Consulting, told FoodNavigator-USA. 

“How are you creating that memorable experience for your customers? How are you having them think about you after the event?” she said. 

Brands can offer unique experiences for consumers without breaking the bank, she added. This could look like direct interactions, creative giveaways (t-shirts, membership perks) or dynamic activities that help brands build long-term relationships with their audience. 

“It is self-promotion, and it is memorable,” she said. 

What metrics should brands focus on for in-person events? 

Brands should measure success by tracking social media engagement and using creative, interactive displays to gauge foot traffic and consumer interactions, Williams and House said. 

“You can really gauge shoppers in a way of questioning before or even after the moment happens,” House said, suggesting surveys or using data from social media interactions to measure changes in brand awareness, consumer sentiments or purchase intent before and after the pop-up event. 

Other key metrics include collecting press coverage and sending out post-event surveys for consumer feedback, Williams added. 

Addressing challenges with pop-up strategies 

A common mistake is not having enough brand ambassadors to interact with attendees, Williams noted. 

“You will get lost if you do not have someone drawing customers in,” she said. 

Brands also can miss the mark by sending post-event follow-ups with a generic message. Curated messages can be done with little cost and build an enduring connection with an audience, Williams said. 

“Follow-up is key – yes, we get spammed with newsletters, but a simple handwritten note or more personalized communication goes a long way in creating a lasting impression,” she said. 

Hellmann’s doubles down on mayo versatility with Le Café Hellmann pop-up 

In July, Hellmann’s debuted its Le Café Hellmann – a Parisian-inspired café that took over New York City’s Little Prince café for one day. The café served French fries with Hellmann’s mayonnaise, cocktails, mocktails and guests received blue Hellmann’s branded berets, paying tribute to Paris as the host city for the Olympics. 

The brand tracked Café Hellmann’s performance through “consumer and media conversation and impressions – which help point to the awareness we are generating,” Chris Symmes, head of marketing, dressings, North America, Unilever, told FoodNavigator-USA said. Overall, Le Café Hellmann’s served more than 300 guests, according to Symmes. The brand also encouraged consumers to share mayonnaise experiences on @hellmannsmayonnaise using #LeCafeHellmann’s on social media. 

The condiment giant’s intent “was less about leaning into pop-ups and more about showing how Hellmann’s is willing to go to the lengths to celebrate mayo lovers,” Symmes said. 

Last year, the brand’s Mayo Hack campaign in the UK encouraged consumers to “find sneaky ways to order a side of mayo only at their favorite fast-food restaurant,” Symmes said. 

While mayonnaise and French fries are a staple pairing in many European countries, the rising popularity of the duo drove Hellmann’s to leverage the success of the Mayo Hack and revamp it with the Café Hellmann’s experience, Symmes said. 

“Across our campaigns, our messaging comes back to our goal of reminding people of the versatility of mayonnaise. Earlier this year, we hacked grilled cheese sandwiches by toasting them with mayo on the outside. And now, Hellmann’s is encouraging fans to embrace the condiment as a dipping sauce for their French Fries … The success of these prior campaigns continues to encourage us to unveil new and surprising ways for fans to enjoy their favorite condiment,” he added. 

Velveeta launches week-long activation for WheelVeeta  

For Velveeta’s pop-up, the mac and cheese brand featured its WheelVeeta (cheese wheel pasta). The Velveeta shells were tossed in a Velveeta cheese wheel tableside and served with toppings like fresh lobster, black truffle and fried shallots for guests during a week-long activation at Bounce Sports Club locations in Montauk, New York and Delray, Fla. 

The brand’s #cheesewheelpasta saw “millions of views,” according to the company, and users were encouraged to post their WheelVeeta experience by tagging @Velveeta on Instagram and @Cheesy_Velveeta on TikTok with the hashtag #LaDolceVelveeta. The strategic sports bar location aligned with Velveeta’s vision of “unapologetic fun,” Stephanie Vance, brand manager, Velveeta said. 

WheelVeeta is an addition to the brand’s creative platform, La Dolce Velveeta which focuses on activations that highlight “tangible ways for pleasure seekers with a focus on satisfying cravings in ways that other foods can’t,” according to Velveeta. 

Editor's Note: ​A previous version of this story incorrectly described The Imagine Group as a PR firm. The company is a commercial printing provider.