First UK Food Pop-Up

Instagram Reel by @kimjoy

In July 2022 the UK’s first Miffy food pop-up launched in London.

Created in 1955, Dick Bruna's classic character Miffy is a global brand with entertainment platforms and consumer products spanning numerous categories and age ranges.

In July 2022 the UK’s first Miffy food pop-up launched in London.

Our Role

  • Find a suitable partner for a UK food pop-up and broker the deal
  • Manage planning process: contract, activation design, product selection, launch, on-going marketing
  • Maximise PR angles, social engagement and influencer content

Our Approach

We partnered with Ichiba – Europe’s largest Japanese food hall – to create the UK's first Miffy food pop-up in Westfield White City.
Delicious dishes on offer included Miffy-shaped buns filled with red bean paste, carrot-shaped buns filled with matcha custard, matcha buttercream Miffy cookies, plus a range of Miffy-inspired lattes.

Westfield shoppers couldn't fail to notice the pop-up, thanks to eye-catching window decals. Once inside there were colourful backdrops, a large diplay of exclusive Miffy merchandise and a giant Miffy lamp as a selfie prop.

We drove footfall in-store and online engagement around the activation via: free family craft activities, costume character appearances, press coverage in listings press, daily social media content plus a recipe demonstration from GBBO star Kim Joy.

Our Results

  • 2.1m reach from press coverage, including feature in Evening Standard
  • 879k reach across Miffy's native social channels, including 171.8k IG Reel plays
  • 312k reach from influencer content; 164k views on Kim Joy's IG Reel and Stories
  • Sales of Miffy merchandise +27.6% above Ichiba's KPI
  • Miffy pop up extended for further four months due to its popularity and commercial success