Skip to content

myfabland

Service

Experiential

Brand

Fab Ice Lolly

07.07.18_Fab_LR-18_converted
The Brief

Awareness of Fab was strong but its relevance had been slipping. Among young families, the brand was increasingly seen as nostalgic and retro.  treat parents remembered from their own childhood rather than one made for their kids today.

Fab launched its Where there’s Fab, there’s fun ATL campaign. Our challenge was to bring that platform into real world with an energised, fun-filled activation that put Fab back into the repertoire of parents and families.

Fab_329-scaled_converted
Fab_680-1-scaled_converted
The Activation

#myfabland

A brand experience campaign that focused less on product trial and more on building emotional connection, reinjecting the fun into the brand to restore relevance and drive appeal among modern families.

A family-friendly playground pop-up toured 17 UK destinations over two summers, targeting family events and festivals alongside high-footfall city centre locations, close to the point of purchase.

The activation heroed the iconic layers of the Fab ice lolly, complete with supersized slides, ball pits, exploding sprinkle cannons and a giant lolly orchard. Our team brought “Where there’s Fab, there’s fun” to life in the most playful, immersive way possible.

The Result
40,000
Engagements
5.5M
Digital Reach
13.2%
Sales Uplift