Are Product Launch Pop-Ups Returning to the Event Scene?

Because of COVID-19 gathering restrictions, recent product launches across all categories have been mostly virtual, along with the occasional drive-in event, and aimed at members of the media and influencers.

Over the course of the last six months or so, most marketers within the food and beverage industry have been relying on mailers and virtual cooking classes and tastings to help spread the word about new goods. Consumer-facing events for new products have been almost nonexistent. Even Costco stopped handing out food samples, although they recently returned—but only for dry, prepackaged items.

It makes sense, though, that food and beverage brands would be the first to dip their toe, or should we say meatball, back into the in-person experiential space. Similar to restaurant service, consumers are able to easily grab and go with their tasty treats.

Beyond Meat recently rolled out its new Beyond Meatballs with bicoastal one-day pop-up shops in Los Angeles and New York on Sept. 16.Photo: Courtesy of Beyond MeatFor example, plant-based meat producer Beyond Meat recently rolled out its new Beyond Meatballs with bicoastal one-day pop-up shops in Los Angeles and New York on Sept. 16. Consumers were required to make reservations via Resy to pick up a free Beyond Meatball hero or Beyond Meatballs and spaghetti meal for takeout only. To ensure the safety of all guests, and to avoid crowds gathering in front of the venue, meals needed to be picked up within 10 minutes of the reservation time, and all guests were required to wear a mask.

"By having a takeout-only structure, we were able to prioritize the safety of our guests and staff while creating a larger-than-life brand experience," said Stuart Kronauge, chief marketing officer for Beyond Meat. "We partnered with Resy to create dedicated Beyond Meatball Shop pages for NYC and Los Angeles where consumers could reserve their complimentary meal and pick-up time in advance, which helped control the flow of visitors."

In another example, McCormick recently partnered with RV rental marketplace RVshare and Kampgrounds of America to launch its new Grill Mates seasoning blends at national parks by handing out grilling goodies via outdoor pop-up spots during Labor Day weekend. (See more: How This Food Brand Reached RV Travelers with Creative Campsite Activations)

And later this month, Columbus, Ohio-based BrewDog will introduce its new nonalcoholic beer with the “world’s smallest alcohol-free bar.” The craft beer company teamed up with ootBox to create a customizable and portable space that can fit up to four guests. Built from a 10-foot traditional shipping container, the tiny bar’s exterior features BrewDog's signature colors and wood siding adorned with a laser-cut logo. Inside, the walls are a mix of Birch plywood and wood slats, finished in a black-to-white gradient. It's furnished with a high-top table and a Kegerator serving up the new product.

“We wanted the ootBox to resemble Brewdog's Old Street AF pub in London. Given that the ootBox is smaller than a typical bar, we had to figure out the best way to make it work from both a usability and brand identity standpoint,” said ootBox co-founder Robbie Friedman, adding that the Kegerator posed a unique space challenge. Earlier this year, ootBox worked with Switch Marketing Agency and Roscato Wine to create a beachside pop-up at the South Beach Food and Wine Festival.

Right now, the bar is set to pop up at the brewery headquarters in Canal Winchester, Ohio, as well as both Franklinton and Short North BrewDog locations in downtown Columbus, and may head to BrewDog locations in Cincinnati, Indianapolis, and Pittsburgh.

“BrewDog really wants to create buzz around what they’re doing in the nonalcoholic beer space and with a cleverly branded shipping container placed in unexpected places. What could draw more attention than that?” Friedman said.

A giant meatball and fork prop was displayed outside the Beyond Meat pop-up shop in L.A.Photo: Courtesy of Beyond Meat

Consumers were able to pick up a free Beyond Meatball hero or Beyond Meatballs and spaghetti meal for takeout only at the one-day pop-up.Photo: Courtesy of Beyond Meat

Columbus, Ohio-based BrewDog is introducing its new nonalcoholic beer with the “world’s smallest alcohol-free bar.” The bar's exterior features two side panels that fold in for easy transport.Photo: Courtesy of ootBox

The inside of the bar is furnished with a high-top table that can seat four and a Kegerator that serves up the new beverage.Photo: Courtesy of ootBox

Built from a 10-foot traditional shipping container, the tiny bar’s exterior features BrewDog's signature colors and wood siding adorned with a laser-cut logo.Photo: Courtesy of ootBox