Event Breakdown

Ask

Associate McVitie’s with summer fun and extend it beyond the traditional tea-time cookie.

Creative

The Senses of Summer concept was how that came to life, which was an ice cream truck that only served McVitie’s ice cream sandwiches, branded bus shelters, and a beach party at Woodbine Beach Park in Toronto.

The bus shelters were located in areas that made getting to Woodbine Beach via transit difficult. Flyers for the event blanketed condos in the areas in advance of the event to ensure bus shelters would be lined up and fill waiting buses. Participants were shuttled to the beach where they received ice cream, encountered live music, and could play other beach games.

Result

Hundreds of people were shuttled to the event, with hundreds more attending from the boardwalk and other areas of the beach. #sensesofsummer received 1000+ posts, and numerous media outlets picked up the event. McVitie’s Instagram account saw 10,000+ new followers over the week following the event.