Nestlé created a unique blindfolded dining experience called ‘Bar of YES!’ to celebrate the launch of YES!, a range of wholesome snack bars.
The three-day event opened its doors on Tuesday 13 March to the celebrities, influencers and the press. Millie Mackintosh, Lucy Mecklenburgh and Faya Nilsson were amongst the diners, who enjoyed food designed by celebrity chef, Nina Parker. Guests were blindfolded to taste her delicious vegetarian and vegan dishes inspired by the ingredients in the YES! bars. Amongst the combinations were slow roasted beetroot salad and dark chocolate and salted caramel torte.
The ‘Bar of YES!’ was then open to the public for two days, offering visitors the chance to experience the blindfolded tasting menu for free.
Louisa Parrillo, Senior Brand Manager for YES! said:
“As a new brand within Nestlé, we’re so excited to have opened our first pop up – the ‘Bar of YES!’
“It reflects our belief that the more we taste and explore in life, the more fulfilled we become. We hope people will take the plunge and ‘live more YES!’ with our blindfolded tasting challenge!”
Lizzie Hendon, a Chartered Manager Degree Apprentice, currently doing her six month rotation in Marketing was involved in the YES! event, “It was amazing to work so closely with agencies and work creatively to bring the event to life. It really helped develop my relationship management skills and project management to ensure that all elements of the project were on track. The event was a roaring success with coverage all over media about the Bar of YES!”
The pop-up event formed part of a wider marketing push including sampling, outdoor and social media campaigns across Twitter, Instagram and Facebook.
Nestlé launched YES! bars in the UK last year in the UK last year with a range of fruit and vegetable and nut bars specially crafted to be both delicious and wholesome.
The YES! bars remove the compromise and deliver a tasty snack by focusing on diverse ingredients that you might not expect to find in any ordinary fruit or nut bar.