This entry is appropriate to Promo & Activation because the creative execution consisted of offering a brand activation experience where 500.000 consumers got in contact with the Castello brand through a special event and where 40.000 people could taste the Castello cheeses in an unusual way. It was a qualitative brand experience through which we did not only promote the brand and its products but also activated the target group to try out the Castello cheeses.

Food tastings are often dull and non-inspiring experiences that don’t bring across the right brand feel. We wanted to change this to be able to underline the unique craftsmanship of the Castello cheeses and Castello's brand promise 'Discover the art of cheese'. By offering a tasting within an arty environment and in a way that people have never experienced a tasting before. So that they would experience in real life what it means to discover the art of cheese.

In only a few days the pop-up museum generated 500.000 visitors and offered 40.000 tastings. Next to this it delivered approximately 26.5 million earned media impressions through media coverage on CNBC, NY1, Gothamist, etc. And 166 social mentions which led to another 3.9 million social impressions. People left behind their e-mail address and received a follow up e-mailing that contained the entire range and points of sale.