| Title | EAT THE ART |
| Brand | ARLA |
| Product/Service | CASTELLO |
| Category |
A06. EVENTS & EXPERIENTIAL (INCL. STUNTS) |
|
Entrant Company
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
Advertising Agency
|
DUVAL GUILLAUME Antwerp, BELGIUM
|
|
PR Agency
|
SPONG Minneapolis, USA
|
Credits
| Geoffrey Hantson |
Duval Guillaume NV |
Creative Director |
| Katrien Bottez |
Duval Guillaume Nv |
Creative Director |
| Niels Sienaert |
Duval Guillaume NV |
Copywriter |
| Tim Schoenmaeckers |
Duval Guillaume NV |
Art Director |
| Patrick Clymans |
Duval Guillaume NV |
Account Director |
| Piet Wulleman |
Duval Guillaume NV |
Strategic Planner |
| Veroniek Debbaut |
Duval Guillaume NV |
Account Manager |
| Frederic De Vries |
Duval Guillaume NV |
Digital |
| Lode Vochten |
Duval Guillaume NV |
Digital |
| Christ Lannoy |
Duval Guillaume NV |
Production Manager |
The Campaign
The goal:
Challenge
1. Introduce the Danish quality cheese Castello in the US market, starting in New york.
2. Make New Yorkers taste this fabulous Castello cheese
3. Create PR talk value amongst New York foodies and food communities.
The idea
For several days Castello held a unique event in the New York Grand Central station; Eat the Art: a pop-up museum with classical still life paintings, recreated with real ingredients. People were invited to eat the paintings. Every painting contained a different type of Castello cheese. Who tasted the cheeses also got a word of explanation and received a souvenir postcard with more info on where to buy Castello products.
Result
Aim was 'taste' and 'talk'. Of the 500.000 people who passed through Grand Central nearly 40.000 tried and tasted one of the Castello cheeses. On top of that the event got 27.060.382 earned media impressions fulfilling our aim to create talk value.
The Brief
1. Introduce the Danish quality cheese Castello in the US market, starting in New york.
2. Make New Yorkers taste this fabulous Castello cheese
3. Create PR talk value amongst New York foodies and food communities.
Results
Aim was 'taste' and 'talk'. Of the 500.000 people who passed through Grand Central nearly 40.000 tried and tasted one of the Castello cheeses. On top of that the event got 27.060.382 earned media impressions fulfilling our aim to create talk value. The event was covered on CNBC, NY1 and Pix11, talked about on Twitter and other social networks by big foodie influentials and got a lot earned attention on all relevant blogs.
Execution
For several days Castello held a unique event in the New York Grand Central station; Eat the Art: a pop-up museum with classical still life paintings, recreated with real ingredients. People were invited to eat the paintings. Every painting contained a different type of Castello cheese. Who tasted the cheeses also got a word of explanation and received a souvenir postcard with more info on where to buy Castello products.
A seeding movie and press release of this unique event was made to make sure we extend the conversation to the right foodie blogs.
The Situation
situation: Castello is a Danish cheese brand. Innovation, tradition and the art of making cheese have been the trademark of the company for over 120 years. Castello now wants to tackle the US market, and wanted to find a way to have Americans taste their quality cheeses, starting with New York, where a Castello shop was recently opened.
The Strategy
Create a unique event in Grand Central New York that allows New York to taste the cheese but because of its uniqueness also has the ambition to create talk value.
Extend the conversation towards influential foodies and food blogs.