Gay Lea’s “Shortbread Village” pop-up – which runs at The Well in Toronto from Dec. 5 to 22 – invites guests to explore interactive installations, decorate cookies and support Habitat for Humanity Canada. For every social share made using the tag #GayLeaShareJoy, Gay Lea will donate $1 to Habitat for Humanity Canada, with the goal of raising $10,000.

Visitors are invited to a cookie-themed installation filled with “Canada’s largest miniature shortbread village,” embellished with frosting icicles, glitter, sprinkles and sugary confections. Shortbread cookie decorating is also available from Dec. 5 to Dec. 15, for anyone who wants to make and take home a treat.

Erin Matier, dairy business unit director for Gay Lea, tells strategy the pop-up combines brand storytelling with a tangible product experience.

“The holiday season is an incredibly crowded marketing landscape, making it essential to innovate in ways that resonate with consumers,” Matier explains. “The Gay Lea Shortbread Village offers instant recognition but incorporates delightful surprises, inviting participants into a complimentary, hands-on experience. This approach not only ensures the activation stands out but also encourages individual creativity and personal engagement.”

Gay Lea Foods is a 100% Canadian-owned dairy co-operative and Habitat for Humanity is a global non-profit that promotes affordable housing. The pop-up and the Habitat for Humanity partnership are in line with Gay Lea Foods’ brand mission of supporting communities, Matier says.

“This activation is the living embodiment of Gay Lea’s identity, reflecting the deep connection between food and community,” she adds. “This pop-up provides a meaningful way to honour our values by giving back to the community that helped shape our brand. It allows us to offer joy and gratitude through an inclusive and heartwarming experience, reinforcing the brand’s commitment to fostering community and shared experiences.”

Chalkboard Marketing provided experiential and PR, Fuse led creative, Qode Media provided social and True Media did the media buying.