Westfield to tickle tastebuds with Tongue Twister

Westfield's Tongue Twister experience with Condiment Junkie launches next month
Westfield's Tongue Twister experience with Condiment Junkie launches next month

Westfield has partnered with sensory food consultants Condiment Junkie to create an immersive, Willy Wonka-style experience as part of the shopping centre group's latest campaign.

The Food Sensation campaign, created by agency Portas, has been developed to remind shoppers that Westfield is an experience destination with a range of dining possibilities. The campaign launched yesterday (19 January) and will run for six weeks.

The Tongue Twister pop-up experience will feature interactive experiments hosted live in Westfield Stratford City and Westfield London shopping centres during the last two weekends in February.

Consumers will be able to learn how their sense of taste is profoundly influenced by what they see, hear and smell. Visitors will be immersed in four zoned areas that will stimulate their tastebuds.

Each sense area will have technicians looking after a group of ten people. At the end of the 12-minute experience guests will then be signposted towards the 60-plus dining venues on offer within the centre.

Myf Ryan, Westfield’s director of marketing UK & Europe, said: "Our food culture has shifted from passive to active and consumers are looking for an experience when they dine. We are really excited to be working with Condiment Junkie on Tongue Twister to curate a sensory food experience that builds on Westfield’s existing offer to awaken and challenge our customers’ senses.

"Understanding how different environments and surrounding factors impact on our dining experience is such an interesting area of study and we are excited to invite our customers to take part in these sensory experiments to find out more."

The experiential activity is supported by in-centre and out-of-home creative.

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 campaignlive.com, plus get exclusive discounts to Campaign events.

Become a subscriber

GET YOUR CAMPAIGN DAILY FIX

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

register free