InsureandGo's pop-up ice cream parlour creates global taste sensation

Global tour: Insure and Go's ice cream parlour
Global tour: Insure and Go's ice cream parlour

Travel insurance specialist InsureandGo has teamed up with Rossi's ice cream for a week-long brand awareness campaign aimed at encouraging members of the public to experience different taste sensations from around the world.

Following a tender process, experiential agency iD was tasked with devising a pop-up ice cream parlour with 80 flavour combinations from around the globe. This includes specialities like sweet ice cream with beetroot sauce and pickles from Poland and squid ink ripple ice cream from Japan.

The campaign has been created to immerse consumers and take them on a journey around the world, motivating them to get in the holiday spirit. Visitors will be able to hang out on a Venetian gondola, take shelter inside the pyramids, or take a moment to contemplate in a Chinese pagoda whilst sampling weird and wonderful ice cream flavours.

A green screen photo opportunity will capture visitors enjoying themselves against a backdrop of international destinations, and street performances – including belly dancers, a steel pan musician and Venetian ballerinas - will entertain guests.

Visitors will also be invited to design their own flavour of ice cream by tweeting @InsureandGo with the hashtag #80scoops, or via the brand’s Facebook page, by suggesting their own ice cream flavour inspired by a specific country. The winner will have their flavour made by Rossi, as well as a private tour of their factory  and the chance to win a supply of their own ice cream.

The pop-up parlour launched at Canary Wharf on Monday (7 July) and is running over three days. It will then be located at London Soutbank, outside the Oxo Tower, from 11-13 July.

Simon Everett, head of marketing, InsureandGo, said: "We wanted to create a campaign that conveyed our brand ethos and gave people a reason to smile. It was important to us that ice cream was the central focus of the campaign, as we’d recently published a blog post about weird and wonderful flavours from around the world.

"iD has transformed our ideas into a truly inspirational concept that has far exceeded our expectations and really brought our brand to life."

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Start Your Free 30-Day Free Trial

Get the very latest news and insight from Campaign with unrestricted access to, plus get exclusive discounts to Campaign events.

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free