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Food & Drink (183)

Local bake off

Local bake off

The Portuguese Bakery has launched a Facebook competition to elect which of its bakeries is the best in Lisbon. The winning bakery will be giving its products away for free for a whole day. This competition marks the bakery’s second birthday.
 

Why it matters

In two years, the Portuguese Bakery has quickly become Lisbon's largest network of bakeries. With this campaign, the brand can strengthen its awareness while keeping its local community spirit. It also allows to get people involved with their neighbourhood's bakery  - an important element especially during recessionary times. Is it only particular types of brands and products that are able to communicate their overall brand whilst strengthening their position locally?
 

Experience
Instant Gratification
Food & Drink
Portugal

Home for Christmas

Home for Christmas

The Portuguese delicatessen brand Nobre has launched a new Christmas Facebook campaign aiming at bringing an emigrant back to Portugal for the holidays. Participants are required to write the story of a relative or friend who has emigrated and the best one will be offered a plane ticket to come home for Christmas.

Australia's ice cream brand Bulla Creamy Classics has gone a step further by having teams of reporters in London and New York looking for competitors, as well as a booth in London's Victoria station for Australians to record a message explaining why they should win the prize.
 

Why it matters

These are not aviation or travel agencies but local brands that are capitalising on the growing trend of ‘global citizens’ . How can these brands start using such campaigns to explore new markets abroad?
 

Connectivity
Conscious
Significance
Food & Drink
Portugal

Chemistry collaborations

Chemistry collaborations

elBulli was a 3-star Michelin restaurant run by chef Ferran Adrià. It was described as "the most imaginative generator of haute cuisine on the planet" and was associated with molecular gastronomy.  The restaurant closed on July 30, 2011 and will reopen as a creativity centre in 2014.


The foundation will be interdisciplinary. Adrià talks of a mash-up of science, arts, philosophy and technology as a "creativity-generating universe" that will produce "today's most valuable raw materials -- creativity and talent”.
 

Why it matters

Today, creative collaboration is being redefined by the opportunities opened up by social networks and access to different online communities. Does this signal a new trend in harnessing the creative powers from all sorts of backgrounds in different and unexpected ways and combinations?
 

France
Create
Enhancement
Experience
Food & Drink
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