Air Canada is running a pop-up restaurant serving gourmet versions of Canada’s national dish, Poutine, inspired by a selection of the airline’s destinations, for the second year running.

Air Canada showcases destinations with ‘Poutinerie’ pop-up

Air Canada is running a pop-up restaurant serving gourmet versions of Canada’s national dish, Poutine, inspired by a selection of the airline’s destinations, for the second year running.

The ‘Poutinerie by Air Canada’, currently open in London’s Old Spitalfields Market, is offering variants of the dish – which usually consists of chips, curd cheese and gravy – including Hawaiian Loco Moco, Cancun’s Mayan Enchilada and Melbourne’s Prawn Star Chips.

The pop-up features an indoor and a covered outdoor area where visitors can enjoy their dishes with a selection of beer and wine, with destination-inspired music and imagery. There will also be a Virtual Reality (VR) installation allowing people to experience being on board an Air Canada flight. Visitors will also have the chance to win flights to one of the over 200 global destinations the carrier flies to.

The pop-up, created and managed for Air Canada by agency JWT London, runs until Sunday 14th October. Proceeds from the activity will again support Great Ormond Street Children’s Charity.

Last year’s La Poutinerie activation, in Shoreditch, sold 2,133 meals and reached 47 million people via earned and owned media content, according to JWT.

The activation is part of an integrated campaign showcasing some of Air Canada’s ‘hidden gem’ destinations via Out Of Home, print, radio, video, social and programmatic channels around London.

Air Canada is Canada’s largest domestic and international airline, serving more than 220 airports on six continents and carrying more than 48 million passengers in 2017.

J. Walter Thompson London is a communications agency which offers a range of services including advertising, digital, social media, content, insight, shopper, experiential, employee engagement and partnership marketing. It is part of WPP Group.