Pop-up cafés can be an effective way to promote both brands and concepts. We've already seen one showcasing sustainable design and another focusing on the Yellow Pages; now, borrowing a little bit of both, a brand-sponsored example in London is helping consumers get their five servings a day of fruits and vegetables.
Launched by the Innocent smoothie brand at the start of this month, the 5 for 5 Café in London's Shoreditch region gives U.K. consumers a way to get their recommended “five a day” in one meal for just GBP 5. The 5 for 5's menu was created for Innocent by celebrity chef Gizzi Erskine, and a different selection of dishes is served up each day including two starters, three main courses and two puddings; consumers need only pick two for a complete day's quota of vegetables and fruits. Sit-down lunches and dinners are available by reservation only through Friday, and a kid's menu is available. So, too, are take-away “veg pots” and smoothies — also priced together at GBP 5 — for those on the go.
You have two competing options for your brand's next promotional expenditure: a) a weeklong café that combines education, tryvertising and an experience consumers will remember; or b) a big, expensive ad. Which do you pick? A+ to everyone who said “a”! ;-)
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