By Jamie White – Head of Communications

Shopping centre Westfield has launched a pop-up dining experience for shoppers in a bid to promote its eateries.

The Food Sensation campaign, created by agency Portas, has been developed to remind shoppers Westfield is an experience destination with a range of dining possibilities.

For the campaign, Westfield has partnered with sensory food consultants Condiment Junkie to create an experience called Tongue Twister, which will feature interactive experiments.

Consumers will be able to learn how their sense of taste is profoundly influenced by what they see, hear and smell. Visitors will be immersed in four zoned areas in a Willy Wonka style set up that will stimulate taste buds, before being directed to Westfield’s eating establishments.

Westfield’s Director of Marketing UK and Europe, Myf Ryan, said: “Our food culture has shifted from passive to active and consumers are looking for an experience when they dine. We are really excited to be working with Condiment Junkie on Tongue Twister to curate a sensory food experience that builds on Westfield’s existing offer to awaken and challenge our customers’ senses.”

The entire campaign will run until the end of February.

Mystery shopping and performance improvement company, Douglas Stafford, provides a range of bespoke Online Mystery Shopping, Email Mystery Shopping and Online Live Chat Mystery Shopping programmes to clients in a variety of industries, including retail.