Higgidy is launching a one-day pop-up at the Edinburgh Festival Fringe where shoppers can exchange jokes for free savoury snacks.

The pastry brand will take over Register Square, near the entrance to St James Quarter, on the festival’s opening day in August as part of its wider experiential marketing strategy.

Comedian and Fringe regular Mark Watson will join the activation during the lunchtime period, encouraging visitors to perform their best jokes before selecting his favourite contributions at the end of the day.

Festivalgoers who take part will be rewarded with Higgidy rolls or savoury mini muffins.

Those who do not want to perform can buy full packs from the pop-up for £2.

Higgidy targets cultural events

Products available at the event will include Extra Mature Cheddar & Caramelised Onion Chutney Rolls, Beechwood Smoked Ham Hock & Mature Cheddar Sausage Rolls and Extra Mature Cheddar & Spinach Mini Muffins.

The brand will also serve its Hoisin Pulled Mushroom & Spring Onion Rolls.

Higgidy said the event formed part of its strategy to create memorable consumer experiences around major sporting and cultural occasions.

The activation follows the brand’s recent Pie and a Pint football pop-up in Shoreditch.

The Higgidy team said: “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.”

Higgidy products are stocked by Sainsbury’s, Tesco, Waitrose and Ocado, while independent retailers can source the range through Booker and Cotswold Fayre.

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