August – Edinburgh pop up
Continuing its strategy of creating memorable brand experiences around the nation’s most engaged & talked-about events, Higgidy will be at the Edinburgh Fringe Festival this August, with the latest in its series of successful experiential brand activations, celebrating live sport and now the world’s largest performing comedy & arts festival!
Teaming up with comedian and Fringe favourite, Mark Watson, the savoury pastry maker will transform laughter into currency at a one-day-only pop-up, rewarding festivalgoers brave enough to tell a joke with delicious Higgidy snacks.
On the first day of the Edinburgh Fringe Festival, Higgidy will give comedy fans the chance to use their best comedic lines to grab themselves a tasty Higgidy treat. Mark Watson will join the team over the lunchtime rush to encourage participation and pick his favourite jokes at the end of the day, in recognition of the public’s funniest contributions on the opening day of the event.
The Higgidy team will be sampling a selection of their delicious rolls and Savoury mini muffins throughout the day in Register Square, at the entrance to St James Quarter, right next to some of the festival’s most popular venues.
Those who don’t fancy taking the mic to tell a joke can buy full packs of Higgidy rolls and mini muffins for a special price of just £2.
The Higgidy menu for the day will include:
Extra Mature Cheddar & Caramelised Onion Chutney Rolls with a Crispy Onion Crumb
Beechwood Smoked Ham Hock & Mature Cheddar Sausage Rolls with Dijon Mustard
Extra Mature Cheddar & Spinach Mini Muffins with a Pinch of Chilli
Hoisin Pulled Mushroom & Spring Onion Rolls with Linseeds
This latest Higgidy pop up shop comes hot on the heels of the brand’s ‘Pie and a Pint’ Pre match England football activation in Shoreditch that took place with Croatia
The team at Higgidy commented “We are excited to get involved in the first day of the Edinburgh Fringe Festival. This activation forms part of an ongoing strategy to ensure Higgidy is engaging with its audience during key cultural moments, becoming part of the celebration, buzz and excitement in a relevant and meaningful way.”
To join Higgidy and celebrate the Edinburgh Fringe Festival, shoppers can pick up the tasty range in leading supermarkets including Sainsbury’s, Tesco, Waitrose and Ocado and independents looking to stock the brand can find it at Booker and Cotswold Fayre.
*Data source : NIQ data 52 we 27/12/25, Kantar data 52 we 28/12/25
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