Ryvita invites consumers to discover their palates at pop-up café

Snack brand Ryvita has teamed up with a food and flavour scientist to launch the experiential Colour Your Palate Café.

Guests will be able to explore the complexities of their palates at the café
Guests will be able to explore the complexities of their palates at the café
Dr Rachel Edwards-Stuart will host workshops and experiments to help guests understand their palates. She will explain all about the science of flavour, and how colour impacts the way we taste.

They will be invited to sample her bespoke Ryvita recipe pairings, which have been created using scientific techniques. Example unique dishes include cocoa and brie, and strawberry and mozzarella.

The pop-up experience will be located at Press on London's Denman Street for one day only on Friday (5 February). Three 45-minute sessions will be held on a first-come, first-serve basis.

PR agency W Communications is handling all elements of the live campaign, which aims to promote a 'Lunch less ordinary'.

Office sampling

Ryvita has also begun a sampling campaign across the UK with agency Sense. From a branded mobile kitchen, brand ambassadors will prepare crispbreads with tasty toppings for office workers in London, Manchester, Birmingham and Cardiff, delivering the snacks straight to desks on a Ryvita trolley.

They will also activate a mobile café in city centres that will also serve up topped samples. Consumers that tweet about their experience will be offered a free crispbread pack.

Joanna Wharton, account manager at Sense, said: "We are showcasing new topping recipes – such as smoked mackerel, egg and beetroot – to show office workers and shoppers just how tasty Ryvita Crispbread can be as a regular lunchtime option, while inspiring them to eat more healthily. Using tweets quoting #Myvita as social currency for giveaways will extend the reach beyond the live activation."

More pop-up brand cafés: Inside the Creme Egg Cafe with Cadbury's marketing manager

Event TV: McCain opens doors to roast potato pop-up

Eventographic: Marmite - Love Cafe

Comment below to let us know what you think.

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