Enjoy a taste of Nordic nature
How we created a Nordic inspired brunch café in the heart of Shoreditch to whet the appetite of Millenial flexitarians.
JÖRD – the plant based oat drink from ARLA - wanted to increase its share of the milk alternative category by driving awareness and trial of its product range.
The activity needed to be delivered in a tangible way that would appeal to the brand’s target audience (millennial flexitarians) and demonstrate product usage in ways that would resonate with their lifestyles. We wanted to show off the product in multiple food and drink serves in a setting that fully embraced the brand’s Nordic roots and would resonate with the audience.
The JÖRD Brunch Café opened its doors in September 2022 for four weeks.
Situated in the heart of London's City, the café was in prime location to attract footfall from around Shoreditch, Spitalfields Markets & Liverpool Street.
The café offered a full menu targeted at a flexitarian audience and was designed to show off the delicious versatility of the product range.
Visitors to the café could dine-in, order drinks to take away, and even buy JÖRD products which were on sale too. Guests were also treated to sustainable, recyclable keep cups and tote bags to take away with them as brand reminders.
In addition to the food offering, exclusive, weekly masterclasses were hosted after closing, allowing consumers to get hands on with JÖRD, learn about the product’s organic provenance and learn how to prepare delicious plant based, flexitarian dishes.
Prior to launch, we invited 10 London influencers to a 'lock-in' - allowing content to be generated and shared with their followers using the #JORDCAFE driving awareness and footfall to the café when it opened.
As JÖRD is an all-natural product, the campaign and build was planned with sustainability in mind at every touch point. The venue was selected to ensure no furniture or equipment needed to be delivered, to reduce carbon footprint. All collateral was also printed on recyclable and sustainable materials.