On the 11th March 2025, we worked with Popcorn PR to bring Babybel’s bold new brand equity, ‘The Fun Kind of Good’, to life in Manchester city centre.
Research revealed that nearly half of Brits have forgotten how to have fun. Babybel set out to change that while raising funds for Comic Relief. For Babybel’s 2025 fundraising campaign, our client wanted a standout activation that would remind the public to embrace fun, all while supporting a great cause.
No event comes without its unique challenges, and this installation was no exception:
There was no power provision on site, and the council did not permit generators, creating complications for powering the photobooth and ball hoovers.
The location itself posed issues, being on a slope with a camber, which required careful planning for safe and level installation.
The site was also one of Manchester’s busiest pedestrian streets, demanding precise logistics and effective crowd management.
Finally, the tight production schedule meant everything had to be installed and ready ahead of the morning rush, requiring a 2:30am start and additional crew.
To overcome the power limitations, we sourced temporary battery power for the photobooth kit to keep the guest experience seamless. With ball hoovers off the table due to their energy demands, our dedicated crew packed away all 65,000 balls by hand, ensuring a smooth and timely de-rig.
Our team conducted detailed site surveys to plan equipment positioning and ballast requirements, guaranteeing a safe and level installation on the sloped surface. We implemented full site-specific RAMS and brought in additional SIA security to manage pedestrian flow and maintain safety throughout.
The tight production schedule was met with an expanded crew, starting on site at 2:30am, ensuring everything was ready well before the city woke up and the public arrived to dive in.
A little bit of fun can do a lot of good. Our team installed a fully-branded Modular Ball Pit measuring 10m x 5m, filled with 65,000 balls – including a mix of red balls and special Babybel-branded balls – to create an unmissable immersive experience.
For every branded ball found, an extra £1 was donated to Comic Relief, proving that fun can do good too.
To kickstart the activation, Love Island star Chloe Burrows joined in the fun, encouraging the public to dive in and rediscover the joy of having fun. This playful fundraising activation provided play with purpose, with Babybel donating an overall £150,000 to Comic Relief.
The campaign reached an impressive 99 million people (and counting!) through national media coverage, including standout features in The Sun, Mirror, Express, Star, and Metro. The activation brought smiles, nostalgia, and a clear message that fun has no age limit – all while making a real difference for Comic Relief.
Our Modular Ball Pit system is fully customisable, from branded side panels and balls to immersive backdrops, creating eye-catching marketing moments destined for social media. For the ultimate shareable experience, our Photobooth Ball Pit captures top-down shots that guests can instantly download.
Thank you to our wonderful client and to everyone who jumped in for a great cause.
‘We just wanted to pop you a note to say a HUGE thank you for all your hard work! The Ball Pit went down so well and it all looked amazing.’ – Popcorn PR
