Air Canada targets adventure hungry Londoners with a pop-up poutinerie

Air Canada is targeting people who are looking for "unique and engaging things to do" with its pop-up poutinerie.

The experience is part of the airline’s "#coolnotcold" campaign by J Walter Thompson and aims to showcase Air Canada’s global network.

Visitors can choose from a wide range of poutines, each representing a different city in the Americas the airline flies to. Air Canada is donating profits to Great Ormond Street Hospital.

Gabriella Lechner, senior marketing manager at Air Canada, said: "The idea behind all of this is to raise awareness of Air Canada’s global network and inspire Londoners to travel to the Americas this winter.

"We are looking for Londoners interested in travel, young, affluent, cosmopolitan, in the know people that are looking unique and engaging things to do."

Tom O'Donnell, creative director at JWT Live, explained that the idea of a poutinerie was inspired by looking at trends as the cuisine has become "an underground food" sensation.

The pop-up is in Shoreditch until 11 November.