Frigo Pie is a pretty simple ice cream. It’s an ice cream in the shape of a foot. In English it’s called ‘Funny Foot’. It’s funny how it’s the simple things that put kids in a playful mood. So how could we take this thing that makes Frigo Pie iconic and loved to engage people? Simple. Open a Frigo Pie shoe store. That’s right. For one day, we created a pop up shoe store in one of Madrid’s busiest shopping malls where parents and kids could go together, get their shoes sized measured, and get specially made Frigo Pie in their size.

For one day in the busy shopping mall, the Frigo Pie shoe store was installed. Specially built Frigo Pie Ice creams were created in a range of different sizes to be made available. Staff were hired to as if they were working in a real show store. The store to built and designed to look like a real shoe store. Placing the experience in a busy location ensured scale and a high turn around of people engaging with the experience.

The experience had an unprecedented impact. People waited outside of the Frigo Pie store for up to an hour for their own special ice cream in their shoe size. Our stock sold out four hours earlier than anticipated and it was the busiest store in the entire shopping mall. And most important of all, parents got to share a special moment with their kids.