With younger audiences rethinking what a night out looks like, we saw an opportunity to put food — rather than alcohol — at the heart of the experience

We created the After Hours Bakery – a limited time, evening-only experience bringing together Magnum’s bite-sized Bonbons with viral bakery Roll Boys’ cinnamon rolls.

The partnership gave us more than the perfect Bonbon-inspired serve - with their highly engaged community and social-first approach to content the experience travelled far beyond the bakery.