The Selfie Service Café was devised in collaboration with Mischief PR and closed its doors after three days this morning (8 October).
Consumers could pay for their meal – Lyle’s-topped porridge, Greek yoghurt, artisan bread or pancakes – by uploading a smiling selfie to Facebook, Twitter or Instagram using a specified hashtag.
Sara Harrison, European product and licensing manager at Lyle’s Golden Syrup, explained to Event how the concept fitted in with the brand’s wider Smiles With Lyle’s campaign, which has been one of its biggest marketing initiatives.
"It’s a tag that I think sits really nicely with the brand, so we really wanted to do more to bring that idea out in a live way," she said. "We knew from research that people love to use Lyle’s on their breakfast as a topping, so our aim was to push the original breakfast bottle product.
"Research that we did showed the importance of a good breakfast and starting the day with a smile – something like this, where we’re giving away a free breakfast and getting people to smile, communicates that really well."
Smiles With Lyles also comprises OOH, in-store trade marketing and press advertising. But, Harrison added: "Experiential helps us stand out and gives us that fun factor. It may not be on a really grand scale, but the talk we’re getting around it is more important.
"I’m so pleased with the set-up, we had some really good feedback and people really got behind the idea for taking a selfie in exchange for breakfast."
Check out the photos from the pop-up here.
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