We worked with Birds Eye to develop a memorable and theatrical press evening & consumer launch to promote their new Steamfresh products. The most important element was to emphasise that steaming preserved maximum flavour and freshness - and so A Taste For Steam was born.
The event ran as a walk-through experience for participants, with each moment of the evening relating back to the theme. Pea Mojitos, Birds Eye Bell Pepper Gin & Tonics and Garden Glamour cocktails were served both as drinkable and inhalable apéritifs on arrival.
Guests were then welcomed to the product gallery where they were invited to gather around The Table of Taste - a large Birdseye shaped logo, taste vegetables from the range and find the taste notes specific to them.
Press were also offered the chance to learn about their own palates with a Supertaster Test (determining what kind of foods they might enjoy), along with demonstrations of flash freezing with liquid nitrogen, DIY Microwave Stations and discussions on The Science of Taste.
The idea was then rolled out to consumers through an installation piece in Waterloo Station. Commuters were given the opportunity to pick & mix vegetables from a giant, colourful container piece in the middle of the station foyer. The veges could be taken home in steaming cartons for passers-by to enjoy at home.