McVitie's to open cuddle café

London to host McVitie's pop-up Cuddle Café
London to host McVitie's pop-up Cuddle Café

Biscuit brand McVitie's has revealed it will be opening a pop-up novelty café in London's Fitzrovia district in which customers can pay for food with a hug.

While the United Biscuits brand has kept many of the details of the activation under wraps, it is thought the experience will reflect the brand’s TV advertising, which has featured puppies and kittens crawling out of biscuit packets.

The McVitie’s Cuddle Café at 52 Tottenham Street will be open on 10 February for two hours, between 8pm and 10pm, as well as 11 February between 11am and 8pm. Visitors will have the chance to drink tea, eat biscuits and sit down in cosy seating in exchange for cuddles. McVitie’s is using the hashtag #sweeet on social media channels to promote the activity.

United Biscuits is working with agency 3 Monkeys Communications on the activation.

Last August, United Biscuits brand Jacob's opened a pop-up savoury ice cream parlour in London to put a spin on traditional flavour varieties with their savoury offering.

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