Magnum Brought a Taste of Utopia to All Points East Festival 2025

Sep. 05, 2025

Magnum’s presence at All Points East marked the iconic ice-cream brand’s first activation at a major UK festival.

Masterminded by the award-winning experiential agency, Hot Pickle, the multi-layered activation invited pleasures seekers to try the new Utopia range - Double Cherry and Double Hazelnut.

Magnum believes that a day without pleasure is a day lost and the activation invited festival goers to embark on their own multi-sensorial journey of indulgence. Guests were given the opportunity to customise their own ice-cream at the Magnum Spray Bar with a bespoke design, including: ‘Utopia’, ‘All Points East 2025’ and ‘Icon’. Visitors also created Utopia-inspired content with a mirrored installation – perfect for festival selfies.

Shannon Lennon-Smith, Marketing Manager, Magnum said:

"So excited to have created our own Utopia at All Points East, inviting festival-goers to enjoy a moment of pleasure with Magnum."

 

The All Points East activation at Victoria Park also included a wrapped Citroen H van in the VIP area complete with a dipping bar and personalised mini-Magnum freezers in the dressing rooms of the festival headliner’s including: Raye, Jade and Tyla.

Tammy Rodriguez, Account Director, Hot Pickle said:

“We revelled in the opportunity to create a uniquely ‘Magnum’ experience tailored to the festival environment. We believe, culturally, festivals are the perfect space to activate an authentic alignment with the brand’s passion points for music and fashion.”

 

Hot Pickle also managed the influencer experience across the weekend with an agenda of fun Magnum themed experiences with the influencers enjoying exclusive access to the festival viewing platform, set up as a ‘Friends of Magnum’ zone.

All Points East has become one of the UK’s most-popular annual festivals with upwards of 40,000 people enjoying the bank holiday weekend East London festival.