Opportunity: Goodman Fielder asked us to spark consumer’s imaginations about Vogel’s bread by designing an experience inspiring people to enjoy it in a completely new way.
Solution: Bring the Vogel’s to the people! What better way to inspire consumers to think differently than by sampling creations from a competition to find New Zealander’s tastiest Vogel’s recipes. We transformed a gorgeous Airstream Caravan into a mobile pop-up café serving people’s favourite Vogel’s creations. Professional caterers provided fresh coffee and sodas to match the exquisitely crafted food. After touring the country for a month, original Vogel’s girl Rachel Hunter judged the winning creation at a press event in Auckland.
Result: A roaring success. 3131 meals served, over 2500km travelled, and loads of press coverage. People were curious to see a familiar household brand represented in café culture, and everyone loves a taste test! Set design was stunning, comfortable and functional, and the consumer experience was memorable and positive.