To launch Rowntree’s new 30% less sugar range of Fruit Pastilles and Randoms, the confectionary brand tasked Amplify with concepting, creating and delivering the two-month long nationwide #RowntreesTasteTour.

The Rowntree’s Taste Tour invites a wide range of people to try the new sweets in a brightly coloured, factory-style pop up full of bending pipes. The centerpiece is a sushi belt of tasting opportunities that gives people a chance to try the reduced sugar range in a uniquely Rowntree’s way. Continuing the madcap theme, if someone tries a Random, the host tells a random fact; but if they try Fruit Pastilles, they are entertained with jokes.

The fun extends with a photo stand where people can create personalised photos and GIFs. Participants are encouraged to share their pictures online with the #RowntreesTasteTour hashtag for a chance to win tickets to Camp Bestival and Luna Cinema.

Launching at the Birmingham Bullring on Thursday 13th July, the Taste Tour will also stop at Camp Bestival, Luna Cinema, Hampton Court Palace, Ascot Racecourse, Tatton Park Manchester and Harewood House Leeds before finishing at Cardiff Castle on Saturday 16 September.

Natasha Lawless, from the Rowntree’s brand team, said: “We wanted to create an experience where people could discover the great taste of Rowntree’s 30% Less Sugar sweets in a way that reflected Rowntree’s fun and playful personality. The Rowntree’s Taste Tour does exactly that, letting busy people re-connect with their fun side and find out how amazing our new sweets taste.”

Amplify’s founder, Jonathan Emmins, added: “By appealing to a variety of carefree moment seekers, this pop-up’s outlandish look is bound to drive mass trial and engagement. The end result is a sure-fire way for people to realise that Rowntree’s 30% less sugar range still has 100% fruity flavour.”