Easyjet-DIY Sprinkles

EASYJET - DIY SPRINKLES

easyJet has a track-record of teaming up with the Dutch tourist authorities in creating immersive experiences and onstreet activity in the UK. We’ve covered some of these campaigns in the past.

For example, last September coinciding with its recently launched “Why Not?” campaign, easyJet created what was called “a gateway to a surreal adventure”.

Essentially this was a piece of immersive theatre in London’s Shoreditch hipster district where visitors were taken on a “whistle-stop tour through contemporary Holland.”

Fast forward almost a year and easyJet opened a ‘Sprinkle Cafe’ in Leicester Square, or ‘Cafe van der Sprinkles’.

The cafe did exactly what it said, it served Londoners sugared ‘sprinkles’ on toast. Why sprinkles? Because apparently more than 14 million kilos of it are consumed every year in the Netherlands.

On approaching the cafe, guests entered through a plane door, where they were able to order from a “DIY Sprinkle menu” choosing a base, their favourite sprinkles and what was called a ‘Dutch art template’to create an “edible master piece.”

At the same time, easyJet worked with food artists “The Meringue Girls”, who created edible art pieces such as Van Gogh’s sunflowers.

Visually the stunt worked out well for easyJet, with sprinkle photos appearing on social media as well as in Londonfocused, foodie and travel websites such as Time Out, Lonely Planet and the Hot Dinners blog.

KEY TAKE-AWAY

easyJet has taken a successful idea (an immersive experience around a destination) and collaboration (with the Dutch tourist board) and built on it.

Though the principles of the activity are the same as last year, the implementation is both different and very creative. Exposure on social media and on food and travel websites also ensured that many more people heard about the campaign than just those who saw it live in London.