Snacking brand Fibre One has launched its first-ever UK pop-up activation, the Crave Club House as part of its ongoing campaign to ‘banish the January blues’.
Forming part of the brand’s overarching ‘Crave Club’ brand platform, the activation encourages customers to indulge themselves by giving in to their cravings and celebrating ‘feel-good moments’.
The Crave Club House will launch on so-called ‘Blue Monday’ (16 January) and will run through to Saturday 21 January, on Northcote Road in Clapham, south London.
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“The Fibre One Crave Club is the catalyst to reinventing Fibre One as a brand that allows consumers to indulge in cravings without the guilt, and we are so excited to bring this campaign to life with the Crave Club House,” General Mills head of snacks and baking, JP Del Carmen said.
“Through this activation we hope to create a community for permissible indulgence in a lively, exciting way, whilst showcasing that watching what you eat shouldn’t mean giving up on the food you love.”
This latest Crave Club activation marks the second instalment in the series following a television and video-on-demand campaign developed by creative agency Impero in June 2021.
