Guinness wheels out campaign with iris SG, serving limited-edition popsicles

Guinness has partnered with experiential food developers The Robin Collective to create Guinness popsticles with a variety of toppings, as it deployed a truck across Singapore to serve the limited-edition popsicles. The campaign was launched by Iris Singapore.Said to be 100% Vegan, the popsicles are a mix of Guinness and coconut, with toppings such as candied bacon, smoked salt & roasted peanut powder and chocolate champagne sauce. This is part of its celebration of its outdoor grilled meat festival, The Great Grill Out. The truck was be parked at Ocean Financial Centre last Friday from 11am – 5pm. Consumers were encouraged to decorate the popsicles with their preferred toppings and share on social media using hashtag #TheGreatGrillOut.In addition, some consumers also went home with exclusive tickets to the dining experience at The Great Grill Out. Said to be Guinness’s first ever barbeque food festival, The Great Grill Out will be happening on 24 and 25 November at Emily Hill. Some of the restaurants participating in the event are Artichoke, Camp Kilo Charcoal Club, Decker Barbeque, Red Eye Smokehouse and Sidecar.[gallery link="file" ids="242063,242064"]Marketing has reached out for Guinness' marketing efforts. Asia Pacific Breweries Singapore, which holds both the Guinness and Tiger Beer brand, is known for its quirky food pairings. As such, Tiger Beer, widely known as an iconic Singaporean beer, rolled out its own satay-flavoured potato chips last month. The chips, exclusively available in Singapore, was given as a free gift for every 10 pack of Tiger Beer purchase between 1 October to 1 November 2018.This is not the first brand to set-up a pop-up. Most recently, Land Rover partnered with local cafes such as Strangers’ Reunion and EGG STOP to bring breakfast to the Central Business District. The collaboration saw the automotive brand’s Land Rover Discovery vehicle parked with its boot being used as the pop-up cafe setup. The pop-up cafe served a mix of cold brews and hot coffee from Strangers’ Reunion as well as packed sandwiches from EGG STOP.Prior to Land Rover targeting the breakfast crowd, Tiffany & Co. partnered with local bakery brand Tiong Bahru Bakery to make Breakfast at Tiffany’s a reality. The partnership saw the jeweller setting up a booth outside ION Orchard which gives out free coffee and croissants. This is provided visitors post a picture of the coffee cart with hashtags such as #tiffanypaperflowers and #tiongbahrubakery.