CHANGING THE NATION'S CHEESE HABITS
There’s more to cheese than just a bit of mild cheddar and crackers. A lot more. We just had to spread the word.
Castello’s cheeses are traditionally merchandised separately, so awareness of the range was low.
With a target audience of young, trendy foodies, we needed to find a way to put Castello front of mind.
We created the first pop-up concept store in fashionable East London. Our immersive experience was not only a shop offering cheese and accompaniments it was also an eatery with lunches, platters and a licensed bar – all designed to excite consumers with new and unexpected food and drink pairings.
Exclusive special events were promoted through social media including tasting sessions from food and drink experts, Matt Day and Stefan Gates.