Title	EAT THE ART
Brand	ARLA
Product/Service	CASTELLO
Category	A02. USE OF EXHIBITIONS AND INSTALLATIONS
Entrant Company	DUVAL GUILLAUME Antwerp, BELGIUM
Advertising Agency	DUVAL GUILLAUME Antwerp, BELGIUM

Name	Company	Position
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
Veroniek Debbaut	Duval Guillaume NV	Account Manager
Piet Wulleman	Duval Guillaume NV	Strategic Planner
Frederic De Vries	Duval Guillaume NV	Digital Producer
Lode Vochten	Duval Guillaume NV	Digital Producer
Christ Lannoy	Duval Guillaume Nv	Production Manager

The Brief

Castello is a Danish brand of Cheese. 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.

Describe how the promotion developed from concept to implementation

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.

Describe the success of the promotion with both client and consumer including some quantifiable results

Of the 500.000 people who passed through Grand Central nearly 40.000 tried one of the cheeses. On top of that the event got 27.060.382 earned media impressions.

Explain why the method of promotion was most relevant to the product or service

Apart from letting New York foodies taste our the Castello quality cheese we also had to create talk value.