Low-cost airline easyJet has partnered with the Netherland Board of Tourism and Conventions to promote its flights to the Netherlands via a pop-up, ‘Café van der Sprinkles’, which opens in London’s Leicester Square from Friday 22nd September to Sunday 24th September 2017.
The activation will give people the opportunity to experience the culture of the sixth happiest country in the world, according to the World Happiness Index, and in particular its traditional sweet breakfast delicacy, ‘Broodje Hagelslag’ (apparently known as ‘fairy bread’ in the UK).
Broodje Hagelslag is sliced bread which is then buttered and covered in sweet sprinkles. According to easyJet and the Dutch tourist board, 750,000 Dutch people eat it every day for breakfast, accounting for more than 300 million slices every year, a statistic which they suggest is related to the country’s score on the happiness index.
The pop-up will feature a DIY broodje hagelslag café, a beauty parlour with sprinkle treatments on offer and edible versions of Dutch art masterpieces created by food influencers The Meringue Girls.
Upon entering through a plane door, visitors will find themselves in the brightly decorated Sprinkle Café. Guests can order from the ‘DIY sprinkle menu’ choosing their preferred base, types of sprinkles and Dutch art template, giving them the opportunity to create their own masterpiece such as Van Gogh’s Sunflowers.
Guests will also have the opportunity to win flights to Holland – they will be able to enter by sharing their snaps of the pop-up on social media with the official hashtag #SprinklesCafé.
easyJet flies to Amsterdam Airport Schiphol up to 36 times a day from across the UK.