Five food-inspired brand activations

From virtual culinary experiences to sewage coffee and a TV-themed cafe experience, Event rounds up some recent activations revolving around food.

Future of Food festival: insight into technology and food trends
Future of Food festival: insight into technology and food trends

Yelp looks to future of food

Online review site Yelp hosted a one-day Future Food Festival in Shoreditch on 22 May, bringing the worlds of tech and food together, by matching up some of London’s most innovative food players with their equally inventive techy counterparts. On show were virtual reality culinary experiences, molecular food scanners, ice robots, instant-freezing beers and snacks made from insects.

Harrods unveils 'jelly wonders'

Department store Harrods is showcasing a 'parlour of jellies' in its world-famous Food Halls, including a jelly model of the iconic Knightsbridge department store. The jelly stall, to be unveiled later this month, will feature a variety of quirky flavours, all available to take-away, including rose and pistachio ribband blancmange; marbled coral with Johnnie Walker Gold Reserve whisky and raspberry jelly cubes; and Chartreuse and peach. The installation has been created by food artists Bompas & Parr. 

TK Maxx's 'duvet dining' experience

Labels-for-less retailer TK Maxx partnered with food guru and innovator Gizzi Erskine in mid-May to launch #DuvetDining, a one-day exclusive pop-up dining experience. Diners enjoyed a bespoke menu of tasty combinations curated by Erskine, who devised the pop-up restaurant’s menu to highlight dishes that were not quite what they seemed. The event marked the launch of Ridiculous Possibilities, the retailer's new campaign.

The Economist's 'sewage' coffee

The Economist challenged Londoners to consider whether they would drink coffee made with water derived from their own, or others' urine. The activation, launched mid-May and devised by agency Sense, featured a specially designed and branded manned coffee trike offering free beverages to passers by. On closer inspection, consumers claiming their free drink notice the adjacent portaloo, which appears to be supplying water for the coffees.

Sky's kid-themed play and cafe experience

A TV-themed menu created by actress Lisa Faulkner featured at broadcaster Sky's Kid Cafe experience, a three-day event running from 30 May to 1 June. Guests were given the chance to immerse themselves in the worlds of some of the broadcaster's most popular children's television shows and enjoy food and drink inspired by the shows. 

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