Eat The Art
ARLA Foods
Issue 33 | December 2014
Agency
Duval Guillaume
Creative Team
Creative Team: Tim Schoenmaeckers, Niels Sienaert Creative Direction: Katrien Bottez, Geoffrey Hantson
Production Team
In-house production: Christ Lannoy Local Agencies: Spong PR, Triggerhouse
Other Credits
Brand Ambassador : Patrick Clymans Account Manager : Veroniek Debbaut Client : Jens Egelund, Francesco B. Leone
Date
June 2014
Background
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.
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.
Results
Of the 500.000 people who passed through the museum nearly 40.000 tried one of the cheeses.