17 Sep 2021
PRCA Awards nominations
Bread lovers rejoiced today as a pop-up café with a difference came to Shoreditch!
Red Consultancy created the Toast or Hands Café to remind hungry young Londoners that life is #BetterWithBread.
It’s the latest activity from our wider #BetterWithBread campaign for the Federation of Bakers and Flour Advisory Bureau which celebrates bread as a national treasure and challenges the clean-eating trend that has wrongly demonised it.
For one day only, the single ingredient café gave out free unicorn toast (an on-trend creation using natural food colouring and cream cheese), to celebrate how the much-loved sliced loaf is also a nutritional powerhouse. Any unconvinced clean eaters were able to enjoy the toppings…but off their hands instead!
We ran all aspects of the café, from creative through to execution plus media and social media outreach.
The café has been a great success with hundreds of people through the door and tons of coverage and social buzz generated including the hashtag #BetterWithBread trending at one point. The feedback from visitors to the cafe was overwhelmingly positive with almost everyone saying they at learnt something new about bread or were already fans of the sliced loaf.