Edible merchandising: your brand on popcorn and ice cream

Pens end up in a drawer and tote bags in the boot of the car. Edible merchandising works differently: it is used straight away, shared, photographed and leaves a pleasant memory linked to your brand. A box of popcorn with your logo or candy floss in your brand colour makes more noise at an event than plenty of giveaways that cost more. Here is how to do it well with food carts.

What edible merchandising is

It is any food or drink that carries a brand’s identity: on the packaging, in the product itself or at the point where it is served. At events it takes three common forms:

• Branded packaging: boxes, cones, tubs, cups or napkins with your logo.
• Product in your colours: popcorn or candy floss in your corporate colour.
• A branded serving point: the wrapped cart, the canopy, the signage.

Ideally, combine all three. The cart draws people in, the product surprises them and the packaging walks off with your logo.

Why it works better than classic merchandise

• Nobody says no. Taking a box of popcorn commits you to nothing. Taking a brochure does.
• It is an experience. Watching candy floss being spun or popcorn popping is part of the gift.
• It gets photographed. An ice cream in a branded tub or brightly coloured candy floss ends up on social media without being asked.
• It starts conversations. While it is being served there is a natural minute to talk to your team.
• No useless leftovers. It is eaten on the spot; there are no boxes of unwanted items after the event.

What can be branded on each cart

Popcorn

This is the most complete option. On the popcorn cart you can brand:

• The cart, with 3 mm Forex PVC panels printed in full colour, on the cart and on the machine’s glass. Printing takes one working week.
• The boxes, cones or bags, with your logo, a slogan or a QR code.
• The colour of the popcorn: red, blue, pink and others. Note that gold isn’t possible, and each cart does a single colour. If your brand has two colours, you need two carts.

We cover sizes, print runs and artwork in our guide to custom popcorn boxes.

Candy floss

Candy floss is pure colour, which makes it a powerful branding medium. On the candy floss cart:

• The front of the machine, just below the bowl, takes your logo in a 30 x 32.5 cm (Height x Width) area.
• The whole cart can be branded, as long as it is returned as it was delivered.
• The colour and flavour of the sugar: strawberry or watermelon in red, peach in orange, melon or banana in yellow, apple in green, and others on request.

For large events, the XXL candy floss cart is a red four-wheeled wagon with a canopy that offers far more surface for branding: sides, front and canopy.

Ice cream

On the soft-serve ice cream cart you can brand the tubs, 70 x 41 mm, with a minimum of 1,000 units, and the cart vinyl. The colour of the ice cream can’t be changed, but you can choose the two flavours to suit your colours. The artisan ice cream cart can also be wrapped with your brand.

Other carts

Almost every cart can be wrapped, and many use containers that can be customised: slush or hot chocolate cups, fries cones or napkins. Ask us about the cart you have in mind.

Ideas to get more out of it

• A QR code on the packaging linking to an offer, a prize draw or a product video.
• A hashtag on the box so photos reach your account.
• The campaign line on the side of the cart, readable from afar.
• A launch colour: candy floss or popcorn in the colour of the new product.
• Sampling: the cart as a reason to hand out a sample or capture contacts.
• Sponsorship: at conferences, a sponsor can put their name on the cart and offer the service to every delegate.

An example: three days at a trade show

Picture a stand at a three-day show with a popcorn cart open eight hours a day. That is around 480 boxes a day, about 1,440 in total. Each one is a brand contact that lasts several minutes and travels round the hall.

To make the most of it: a cart wrapped with the campaign line, boxes with the logo on the front and a QR code on the back, popcorn in the corporate colour and a team that uses the short wait to say hello. A run of 1,500 boxes gives you enough for the three days plus set-up.

How to measure whether it worked

• Portions served: the operator can count them. That is your number of brand contacts.
• QR scans: with a campaign-tagged link you will see them in your analytics.
• Social mentions using the hashtag on the packaging.
• Leads captured on the stand during service.

Things to bear in mind

• Lead times: at least two weeks before the event if packaging needs printing; one working week for the cart vinyl.
• Minimum runs: printed packaging usually starts at around 1,000 units. For fewer, there are sticker-based options.
• Allergens and colourings: coloured candy floss contains food colourings that depend on the flavour. We send you the details when you choose.
• Consistency: a few well-designed items beat lots of different ones.

On our branded food carts page you will find examples of work for sports brands, car hire companies, pharmaceutical firms and tech companies.

Frequently asked questions

Can the logo be printed directly on the food?

Not on popcorn or candy floss. What can be customised is the colour of the product, the packaging and the cart, which is what people see most.

Can I use my own design?

Yes. We send you templates with the dimensions of each item and check your file before printing.

Does it work for small events?

Yes. If you don’t reach the minimum runs, you can brand just the cart or use plain packaging with a sticker.