Arla cheese brand Castello on tour with 'smorging' experience

Castello is hosting a pop-up Scandinavian kitchen at London Victoria train station today (21 July), which delivers a new dining experience called 'smorging'.

'Smorging' can be sampled at London Victoria train station until 7pm today (21 July)
'Smorging' can be sampled at London Victoria train station until 7pm today (21 July)

Devised by creative agency BD Network, the new nationwide experiential campaign follows the launch of a pop-up concept store, and it aims to engage with, and inspire, a younger foodie audience.

The brand has created a modern Scandinavian-style kitchen, with live theatre chefs on hand to deliver a bespoke experience for commuters, including a personalised cheeseboard for them to try.

The Art of Smorging – inspired by the Scandinavian Smorgasbord – aims to provide a modern alternative to the traditional cheeseboard, where friends can get together and share cheese paired with other foods. 

The pop-up will be touring eight UK locations comprising six train stations and two shopping centres, in cities including Liverpool, Manchester, Leeds, Birmingham and Bristol throughout July and August.

Visitors to the pop-up kitchen will receive smorging boxes, containing three mini Castello cheeses to take away, a guide to smorging and discount coupons.

Julian Merritt, brand manager, Castello Arla Foods, said smorging was: "About enjoying your favourite cheese and experimenting with different taste and texture combinations. 

"We worked with Scandinavian chef Trine Hahnemann to develop the idea along with a host of Smorging recipes and pairings to inspire consumers, which are available on our website"

The Smorg Station pop-up will remain at London Victoria until 7pm tonight, and is set to stop off at Cabot Circus in Bristol on 28 July.

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