Bread lovers were able to rejoice when our pop-up café with a difference came to Shoreditch!

As part of our wider work with the Federation of Bakers and Four Advisory Bureau to promote the benefits of sliced bread among young women, we created the Toast or Hands Café to remind hungry young Londoners that life is #BetterWithBread.

We developed the idea as a mechanism for taking our #BetterWithBread message direct to our target audience as well as driving social buzz and sharing.

For one day only, the single ingredient café gave out free unicorn toast to celebrate how the much-loved sliced loaf is also a nutritional powerhouse.  Any unconvinced clean eaters, who regularly demonise bread, were able to enjoy the toppings but off their hands instead!

We chose to focus the café on unicorn toast as this on-trend creation using natural food colour and cream cheese would appeal to our target audience and was also visually striking so lent itself to social sharing.

As well as running all aspects of the café, we co-ordinated all media outreach including securing editorial opportunities, engaging key influcencers and developing a media partnership with Stylist/Emerald Street.

The café was a great success with hundreds of people through the door, tons of coverage on the benefits of breads and high levels of social engagement which saw the hashtag #BetterWithBread trend. The feedback from visitors to the cafe was overwhelmingly positive with a third of surveyed attendees feeling more positive about bread as a result.




Emily creates communication frameworks for world-leading brands and organisations which operate under the scrutiny of consumers, stakeholders, and the media. She has a proven track record in delivering integrated, creative and strategic communication campaigns to protect brand reputation, create positive perception and change behaviour.