Higgidy Trades Jokes For Snacks At Edinburgh Fringe
Higgidy is bringing a joke-for-a-snack pop-up to the opening day of the Edinburgh Festival Fringe, with comedian Mark Watson joining the activation at St James Quarter.
Higgidy will invite festivalgoers to exchange jokes for savoury snacks during a one-day pop-up on the opening day of the Edinburgh Festival Fringe.
The Higgidy activation will take place in Register Square, at the entrance to St James Quarter, from 10am to 6pm on Friday 7 August 2026.
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Mark Watson Joins The Lunchtime Activation
Comedian and Edinburgh Fringe regular Mark Watson will join the Higgidy team during the lunchtime period, encouraging members of the public to take part by delivering their best jokes.
Watson will select his favourite jokes at the end of the day, recognising some of the strongest contributions received during the opening-day event.
Higgidy will sample a selection of its rolls and savoury mini muffins throughout the day. Visitors who do not wish to perform a joke will be able to purchase full packs of the products for £2.
The pop-up menu 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
Building Brand Experiences Around Cultural Events
The Edinburgh pop-up forms part of Higgidy’s strategy of developing temporary consumer experiences around widely followed sporting and cultural events.
It follows the brand’s Pre-Match Pie & Pint Pop Up in Shoreditch in June, which was staged before England’s opening FIFA World Cup fixture against Croatia.
“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 team
The one-day Edinburgh activation will operate from 10am to 6pm on 7 August at Register Square, by the entrance to St James Quarter.
