The Challenge
Design a pop up experience to coincide with Mr. Tayto’s participation in the St Patrick’s Day Festival 2016. Create a concept that would engage with the Irish public and position the Tayto brand as innately Irish. Project manage and oversee the pop up experience to ensure smooth running of the pop up.
The Approach
Coláiste Tayto, a branded pop up with 15 minute fun-filled, Irish language sessions, was designed. Viral video with Eoghan McDermott filmed to launch and inform about the campaign. Tight turnaround to secure premises in key footfall area with maximum footfall from festival goers. Pop up ran for three days of the festival, with appearances from Mr Tayto and Eoghan McDermott. Dedicated Irish lessons ran all day. Product and merchandise sampled throughout the festival.
The Result
Huge talkability around Mr. Tayto’s involvement in the festival. Aim was to showcase Tayto as ‘More Than Just A Crisp’, tying into this campaign. The brand was seen as inherently Irish, a key part of the festival celebrating Ireland’s national holiday. Videographers present during the festival to capture the essence of the activation, seeded out later on social media with huge reach and engagement.
