MKTG Visits the Toronto Christmas Market
4 Minute Read
- Activations & Events Account Coordinator, Katherine Allen, visits the Toronto Christmas Market to provide insight on her three favourite branded activations.
- The Cabin by Campbell’s provides a cozy retreat for consumers to sample product.
- The Glade Tree provides a festive sensory experience with retail coupon takeaway for seasonal products.
- The Chalice Shoppe by Stella Artois adds a personalized touch for consumers.
This year, The Distillery Historic District hosts the Toronto Christmas Market which is one of Canada’s largest Christmas festivals that attracts a variety of sponsors. The event garners an average of 575, 000 guests from November 16th to December 23rd and allows each guest to immerse themselves with holiday themed vendors and activations through several touch-points such as hospitality lounges, stage performances, Canadian delicacies and boutiques.
MKTG wanted to get a first-hand experience of brands activating at the market. We enlisted the help of Katherine Allen, one of our Account Coordinators on our Activations & Events team, to obtain a closer look. Katherine shares her insights on three key activations that provided a unique experience for Toronto Christmas Market consumers.
#1 The Cabin by Campbell’s provides a cozy “retreat” for consumers to sample products.
KATHERINE: The Cabin by Campbell’s grabbed my attention with its impressive set up and decor. When approaching the activation, there were many festive lights and designs that were perfect for social sharing, which was encouraged by the hashtag #CabinByCampbells. The photo opportunities continued to the roof of the cabin where guests could obtain a higher level and unique view of the Market. This experience provided a calming sense of escapism from the busy atmosphere. This moment was complemented with free soup tastings from a variety of flavours and Goldfish crackers (both Campbell’s and Goldfish are owned by parent company Pepperidge Farm) which many guests seemed to love.
#2 The Glade Tree provides a festive sensory experience with retail coupon takeaway for seasonal products.
KATHERINE: The Glade Tree provided a unique sensory experience for guests. In efforts to promote their holiday scents, Glade’s activation was accompanied by Brand Amabssadors who drew you in to open the holiday box to discover which scents were inside first-hand. The surprise-and-delight factor of opening the Glade giftbox was supplemented with a branded Christmas Card which contained a coupon. The Glade Tree itself showcased clever branding as the Glade Logo was subtlety yet effectively placed as “the star” of the tree which attracted a line-up of guests for a holiday photo-opp and shareable hashtag #GladeMagic.
#3 The Chalice Shoppe by Stella Artois adds a personalized touch for consumers.
KATHERINE: One of my favourite branded takeaways was from Stella Artois which provided customized and personally engraved Chalices (for the price of $10.00 CAN). The activation was located in the beer and liquor hospitality lounge which allowed the activation to be viewed by the legal drinking age demographic. With a heavy saturation of vendors within the market and hospitality lounge, this stood out due to its unique product offering and Stella Artois branded photo-opp post purchase. The consumer name engravement process was engaging and allowed for a personal connection with the brand and their working Brand Ambassadors. The reusable takeaway will likely draw in loyal Stella users and could create new Stella consumers due to this experience.
Campbell’s, Glade and Stella Artois created activations that sparked the interest of Katherine as they leveraged a fun, festive spirit that created engaging moments for consumers that encouraged shareability on social media and with loved ones.
Thanks Katherine for sharing your insights!