Land Rover continues #hibernot campaign with star-studded winter BBQ

Land Rover held a #hibernot barbecue in North Yorkshire this weekend, encouraging people to brave the cold, wet and windy British winter at an event that included food by James Martin and a surprise acoustic set by popstar Pixie Lott.

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TV chef and car fanatic Martin was on hand to cook up a feast for the 250 guests, with a menu including a ‘Land Rover burger’, ‘smokey mutton subs’ and chargrilled pineapple. During the meal, guests were serenaded by Lott.

The day’s activities, which marked the second stage of this year's #hibernot campaign after Land Rover used 200 tonnes of real snow to create a slope next to London venue Alexandra Palace, included a treasure hunt, and remote control Land Rover and miniature speedboat races.

Guests were also able to view Land Rover’s new Discovery Sport compact SUV.

At the heart of Land Rover's #hibernot push is an online hub that encourages families to get outdoors during the winter, suggesting more than 300 activities. This year's campaign follows a more TV-focused debut last year.

Client: Laura Schwab, marketing director, Land Rover

Brand: Land Rover

Agencies: RKCR/Y&R, Lean Mean Fighting Machine, Mindshare, LIDA, The Event Business, FastTrack, The Brooklyn Brothers

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