The Challenge

Morrisons challenged us to drive brand awareness and community spirit during the busiest retail period of the year. The objective was to cut through the holiday noise and champion their award-winning mince pies in a way that felt generous rather than transactional. We needed to orchestrate a buzzworthy moment anchored around a fictional "Mince Pie Day," creating an activation that would give back to the community while firmly establishing the premium quality of the Morrisons festive range.

​

The Idea

We conceptualized an "Elevated Traditional" approach. Our vision was to take the nostalgia of a classic Christmas market stall and reimagine it as a high-end, premium destination. We wanted to create a beacon of warmth on the cold streets - a space that visually reflected the award-winning taste of the product. By juxtaposing a high-speed sampling operation with bespoke, luxury design, we aimed to prove that a mass-market retailer could own a premium aesthetic in high-footfall cultural hubs.

 

The Experience

• Bespoke Festive Architecture: We designed and built two custom chalets situated in iconic locations - the edge of Spitalfields Market in Shoreditch and outside the Johnnie Walker Experience on Edinburgh’s Princess Street. The structures featured intricate festive decor and backlit uplighting, creating a "golden glow" that acted as a visual magnet from down the street.

• The Festive Bakers: To humanize the brand, our staffing teams were styled as traditional "Festive Bakers." They delivered high-energy, warm interactions, managing high-volume service while maintaining a personal, community-focused connection with every guest.

• Digital Gifting: Beyond the immediate treat of a mince pie, we integrated a digital layer to the physical build. Visitors scanned a prominently displayed QR code for the chance to "Win Your Christmas Shop," driving data capture and extending the brand relationship beyond the pop-up.

• Sensory Atmosphere: Over the five-day residency in each city, the chalets became immersive festive hubs. The combination of warm lighting, heavy festive styling, and the scent of mince pies transformed a standard sampling campaign into a genuine holiday moment.

 

The Results

The activation successfully bridged the gap between high-volume sampling and premium brand storytelling. Over just ten total days of live activity, we put over 32,000 mince pies into the hands of potential customers. The project showcased our ability to handle high-speed service environments while delivering a creative brand message, proving that we can give back to the community in a way that is both generous and commercially strategic.