Tesco has signed a deal to locate 900 hot and ambient food demonstration units in its stores, as CEO Dave Lewis looks to increase in-store theatre and product testing.
In a tie-up with creative design studio Mette, which owns the pop-up cook spaces, alongside brand activation agency N2O, the new feature is being rolled out to the majority of Tesco’s Extras and superstores.
The units being used by Tesco and its food and drink suppliers can be easily custom-branded.
Caroline Santos, creative director of Mette, said: “Where food is concerned, the best expression of your brand is a live event where consumers can sample the product and be inspired.
“So much thought and care goes into brand, innovation, ingredients, culinary styles and campaigns that it is vital to extend that same consideration into the physical environment – especially if it’s a temporary one that has just a short time to make a big impact.”
“Our Pop Up Cookspace products are an expression of this. They are mobile and practical, but adaptable for the brands that will be using them, and an engaging platform to showcase high-calibre products and creativity.”