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 14^th 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.

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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.

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