And so, dear readers, to the world of crisps. Sadly not a permanent store but a cheeky pop-up in London from Loveholidays, in partnership with creative agency Ark, inviting visitors to travel the world one crunch at a time.
Unfortunately, you will have to act sharpish if you want to enjoy it but Crisps from Abroad will transform 26 Peter Street, Soho, into a snack-lover’s dream, with walls covered floor-to-ceiling in crisps and more than 4,600 bags from all over the world.
No one will leave empty-handed either; every attendee will be able to take home their favourite flavour for free. There will also be freebies up for grabs, including crisp-themed T-shirts and sun cream bottles, guaranteed for the first 50 people in the shop each day. Attendees will also have the opportunity to enter a £3,000 holiday competition to the crisp capital of the world, which will be determined by votes from the blind tasting challenge.
Crisps and holidays are a connection many Brits know well. New research from Loveholidays found more than half (57%) of holidaymakers try new crisp flavours while abroad; three in 10 even believe crisps taste better abroad, and 39% love trying flavours unavailable in the UK.
The research also revealed 29% eat more crisps on holiday than at home, while a quarter (25%) even bring them back in their suitcase; proving that, for many, discovering new flavours abroad is all part of the adventure.
Local TikTok star MC Combe will lead content creation alongside a roster of food and lifestyle creators, including Ash The Foodie, Georgina King of Eat.Snack.Repeat, samsational_eats and more, capturing the most shareable moments for their combined audiences. The activation is also being supported by a wave of fly-posting across London.
Loveholidays chief marketing officer Al Murray said: “Everyone seems to have that one crisp flavour they can’t stop talking about after a holiday. The one they filled their suitcase with, searched for online and wished they could buy back home.
“We’ve created Crisps from abroad to bring some of those iconic flavours together under one roof and invite people to put their tastebuds to the test. From familiar favourites to flavours people may never have seen before, this pop-up is all about reliving your favourite holiday memories and discovering new flavours. We think it’s going to spark plenty of debate about which destination does crisps best.”
Ark creative partner Xander Hart added: “Everyone comes back from holiday convinced they’ve found the world’s greatest crisp. The one from the agriturismo in Sicily, the night market in Bangkok or the supermarché in Marseille.
“Loveholidays know that feeling, food is always part of why you love a place. Not the restaurant food. The stuff you grabbed at a corner shop, ate on a wall, brought three extra bags of to the airport. Crisps from Abroad is a shop built around that obsession, and one very simple question: which country has the best crisps? That part we’re leaving to the public.”
So, what is the consensus around the Decision Marketing office?
Well, we must admit, we do love a crisp and this initiative is right up our street.
In fact, in our humble opinion, you simply can’t beat Chips Blondy, the artisan, traditionally made potato chip produced in the South of France by Les Biscuits de Mel. Located in Saint-Georges-d’Orques near Montpellier, they are best known for using fine Camargue sea salt, locally grown potatoes, and sunflower oil.
Rather annoyingly, we won’t be able to get to the Crisps From Abroad shop before it closes to check out whether they are available at the pop-up. Then again, luckily, we still have a stack of “Blondys” in the cupboard from our recent trip to Carrefour.
Enjoy!
Decision Marketing Adometer: A “scrolling back the years” 9 out of 10
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