Key Results AT A glance
100+ mobile retail units produced for the London 2012 Olympic Games
Presence at every London 2012 Olympic venue
Large-scale fleet delivered within strict global event deadlines
High-impact brand visibility at one of the world’s most-watched sporting events
Queues of visitors served across multiple venues throughout the Games
CLIENT OVERVIEW
Cadbury is one of the UK’s most iconic confectionery brands, known around the world for its chocolate and long-standing connection with British culture.
When London hosted the 2012 Olympic and Paralympic Games, Cadbury secured the rights to provide confectionery and frozen treats across the event.
To serve millions of visitors attending venues across the city, the brand needed a large-scale mobile retail presence capable of operating across multiple locations throughout the Games.
THE CHALLENGE
The London 2012 Olympics represented one of the largest and most complex live events ever hosted in the UK.
Cadbury needed a solution that could:
- Serve huge volumes of visitors across multiple Olympic venues
- Be deployed quickly and reliably across the city
- Reflect the scale and professionalism expected at a global sporting event
- Be delivered within strict project timelines
Working through a marketing agency involved in the Olympic programme, Cadbury approached Whitby Morrison to help bring this ambitious mobile retail vision to life.
THE SOLUTION
Whitby Morrison was commissioned to design and manufacture a fleet of specially prepared mobile retail units capable of serving visitors throughout the Games.
The scale of the project was significant.
In total, more than 100 mobile units were produced to support Cadbury’s Olympic presence.
These units allowed Cadbury to deliver treats and refreshments directly at venues, ensuring visitors could easily grab something while enjoying the event, acting as both a convenient stop and a great promotional tool.
A Presence at Every Venue
One of the most remarkable aspects of the project was the reach of the fleet.
Every Olympic venue in London featured a mobile retail unit, all displaying the Whitby Morrison name.
Throughout the Games, these vehicles served thousands of visitors each day, becoming part of the vibrant atmosphere that surrounded the events.
For many spectators, grabbing a treat from one of the mobile units became a small but memorable part of their Olympic experience.
Delivering at Olympic Scale
Producing and delivering more than 100 units within the tight time frames required for a global event was a significant logistical achievement.
The project also tested Whitby Morrison’s manufacturing capacity, planning and coordination, whilst demonstrating the company’s ability to deliver large-scale mobile retail solutions for world-class events.