The Natural Confectionery Co.
Jungle Antics

  • Experiential

The Natural Confectionery Co. asked BACKUP to find a way to promote their line of soft jellies and chews and support the brand message ‘let your imagination run wild.’


Find a way to engage parents and kids with the Natural Confectionery line of soft jellies and chews, and drive consideration of the product in-store.


The team decided to turn the idea of a ‘kids play area’ on its head, with a suspended 45 degrees mirror that allows kids to hang from a jungle tree, while safely on the ground. The Jungle Antics activation took place in three shopping centres (Liffey Valley, Mahon Point and Blanchardstown), for two days each. Social media was utilised to amplify the activity, with thousands of photos posted and shared. During the two days, 210 Customer Brand Surveys were completed.