Monty Bojangles, the multi-award-winning UK confectionery brand, took over London’s King’s Cross Station at the end of October, unveiling its biggest and most spectacular event to date.
Months in the making, the three-day-long experiential saw visitors transported into the Temple of Monty, an enchanting pop-up which delivered a shareable brand story, immersing visitors in Monty Bojangles’ magical world.
Guided by a glowing path to the heart of the experience, guests were surrounded by a lush botanical garden, filled with Monty’s tropical creatures and wonderous cocoa beans, culminating in being greeted by a 9ft tall recreation of the brand’s iconic Persian Pink Cat Tin – marking Monty’s largest creation in history.
The impact on visitors was clear, with comments including, “I have travelled over two hours away just to come down and check it out. I am a massive fan!”, “I love the brand already, and after this event, I’ve fallen in love with it even more.” and “Inside the tent felt like a mini theme park with all the lights and a magical atmosphere.”
The bold experiential also saw the return of the brand’s engaging spin the wheel game, giving guests the chance to win an array of prizes, including Monty’s award-winning truffles, limited-edition Persian Pink Cat-paraphernalia, and iconic Kit-Tins. With over 42,000 of Monty Bojangles chocolatey truffles sampled across the full campaign, one visitor commented, “I have seen these chocolate truffles in loads of shops but didn’t want to buy them in case I didn’t like them. After trying it today, I absolutely loved it and can’t wait to buy some more of the flavours.”
What’s more, a hot air balloon photo opportunity was also stationed on site, meaning guests were able to walk away with a fun memento of their experience, ensuring the brand remained front of mind for consumers once the event had wrapped.
Sally Fenton, Marketing Manager at Monty Bojangles, said, “Our Cat Tins have truly become Monty Bojangles icons, adored by many and now proudly stocked in Waitrose and Sainsbury’s. This weekend’s experiential event was the ultimate celebration of that. Watching faces light up as guests entered the tent and saw the reveal of our largest Persian Pink Cat Tin yet was unforgettable. The energy was electric, with high footfall and queues throughout the day, as guests spun the prize wheel for exclusive treats, with plenty of free truffles adding to the excitement. Many sampled Monty Bojangles Chocolatey Truffles for the first time, while others discovered exciting new flavours from our range! The keepsake Polaroids taken on Monty’s hot air balloon were also a hit, giving everyone a unique memento of this magical day. With King’s Cross and all of London illuminated by our out-of-home campaign and our radio ads echoing across the city on Heart London, this has been our most impactful brand experience yet. A big thank you to everyone who joined us and made it an unforgettable experience.”
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Editor, International Confectionery
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