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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German alcoholic drink Jägermeister, official sponsor of London Cocktail Week 2018, is showcasing the complexity of its 56 herbs and spices with a collection of cocktails, ice cold shots, events and workshops at a pop-up forest activation in Big Chill, Brick Lane.

Jägermeister’s Der Wald Bar, located on the Big Chill terrace, a three-minute walk from the LCW cocktail village at the Truman Brewery, will transport cocktail lovers to a contemporary German forest setting where they will be able to enjoy a selection of cocktails and Jägermeister Ice Cold Shots, served at -18°.

Jägermeister UK brand ambassador, Florian Beuren, plus special guests, will be running a series of free interactive workshops at the Meister Akademy in Big Chill, including ice sculpting, urban foraging, cocktail “meisterclasses” and top-tips for DIY home cocktail making.

Exclusive Jägermeister cocktails and ice-cold shots will be available around the capital at select bars including MNKY HSE, The Racketeer, Shep’s, Big Chill, 46 & Mercy. Jäger Soho, Jägermeister and Soho Radio’s collaborative space, will host a series of pop-ups from innovative cocktail makers and bars including Kelvingrove Café and Tony Rowlands of Salt Dog Slims and Santa Chupitos Liverpool.

Nicole Goodwin, Marketing Director for Mast-Jaegermeister UK, comments: “An inherently complex spirit, Jägermeister naturally lends itself to being enjoyed as an ice-cold shot, as well as being used for experimentation and cocktail creation. We’re delighted to be continuing as official sponsors of London Cocktail Week and partnering with Big Chill as our festival venue.  This year, we’ve curated cocktails and experiences that we think surprise and excite consumers, ultimately inviting them to reimagine the possibilities of Jägermeister.”

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Hellmann’s is bringing together food entrepreneurs from Britain, Berlin and California to serve up deli sandwiches to UK consumers as part of its Hellmann’s Real Food Tour.

The tour will support UK restauranteurs by showcasing their hero dishes in a series of short videos that will raise awareness of the exciting and tasty food being served by the country’s rising stars.

To kick start the Real Food Tour, Hellmann’s will open the ‘Deli Exchange’ this week – a pop-up that will host two of the world’s best Deli’s, allowing them to share their own world-renowned, award-winning sandwiches with Londoners for the very first time.

This exclusive Soho-based eatery opens from Thursday 19th July to Saturday 21st July, with back-to-back residencies from world-famous deli aficionados Ike’s Love and Sandwiches, which has over 40 sites across California, and Mogg, an institution on the Berlin culinary scene.

Visitors to the Hellmann’s Deli Exchange will be offered a curated menu of iconic deli sandwiches that will feature Hellmann’s mayonnaise. All proceeds from the sandwiches will be donated to Action Against Hunger, a global charity committed to ending world hunger.

Meanwhile, customers who visit any of the restaurants on the ‘Real Food Tour’ can order their limited-edition hero dish and quote ‘Real Food Tour’ to upgrade their meal.

The Deli Exchange will take place at 3 Bateman Street, Soho, London between 19th and 21st July from 10.00 – 17.00. All deli sandwiches will be available for £4.99 with all proceeds being donated to Action Against Hunger.

The activation is being supported online at hellmanns.co.uk/realfoodtour or with the hashtag @Hellmannsuk on Instagram, Twitter and Facebook and #DeliExchange.

The Hellman’s brand is owned by Unilever, one of the world’s leading suppliers of food, home care, personal care and refreshment products with sales in over 190 and revenues of €52.7 billion in 2016. Unilever has more than 400 brands around the world, including Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry’s, Magnum and Lynx.

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Italian spirits brand Aperol is bringing its Aperol Spritz Sundial Social back to London South Bank, offering Londoners free Aperol Spritz serves when the 20 foot wide Aperol sundial strikes ‘aperitivo hour’ at 5.00pm.

Running from today (July 11th) to July 15th, the pop-up bar (which first appeared in Summer 2017) will also feature music, snacks and Aperol fussball and table tennis, as well as visual cues referencing Italian culture, such as chairs made out of scooter seats.

Consumers do not need to book in advance: the brand says they can turn up, order a free Aperol Spritz (one per customer) and enjoy what it calls “contagious Italian fun”, in celebration of Italy’s aperitivo culture. Aperol claims the ‘Aperitivo Hours’ in Italy are a ritual built around a natural casual get together at the end of the day, over a drink or two which have for years begun with an Aperol Spritz, Italy’s most popular cocktail.

Aperol has just published research which found that over half (56%) of Brits think they have lost all spontaneity, and a fifth of Londoners (22%) haven’t been for a spontaneous drink with a friend in over five months.

The Southbank activation aims to encourage Londoners to embrace a more easy-going Italian approach to socialising. It is open from 5.00pm-9.00pm Wednesday to Saturday and 12.00pm to 4.00pm Sunday.

The Aperol Spritz Sundial Social is a follow up to the recent The Aperol Big Spritz Social, which popped up for eight days near Hoxton Square in June. Other Aperol Spritz events are planned over the summer.

Aperol is a classic Italian bitter aperitif which is usually mixed with Prosecco and a splash of soda in a wine glass full of ice and a slice of orange. The brand is owned by Campari Group, which is a major player in the global spirits industry, with a portfolio of over 50 premium and super premium brands.

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Tic Tac is launching a pop-up interactive experience, designed to encourage people to open up in a fun and light hearted way, in London’s Covent Garden. The activity supports the brand’s new ‘Open up’ marketing campaign.

Guests will be invited to create their very own bespoke Tic Tac flavour mix from a choice of 10 individual flavours. These will include favourites such as Fresh Mint, Orange, Passion Fruit and Cherry Cola, which can be combined together to create a completely new combination.

Guests can then personalise their unique pack with a light-hearted message on the label, to help them ‘open up’ in a fun way and share their special personalised treat with their favourite person. Fans will also have the opportunity to inspire the flavours of the future by sharing their flavour combination ideas. The most creative suggestions will be shared with Tic Tac’s Research & Development team for potential future innovation.

The taste journey continues with a  ‘Mixers’ cocktail bar, inspired by Tic Tac’s flavours, and a socialising area to bring the Tic Tac experience to life where people can learn interesting facts about the brand, while relaxing with an exclusive cocktail.

Guests will also be encouraged to ‘Shake their Tic Tacs’ in the Tic Tac GIF photo booth. There will also be an opportunity to win a pair of tickets to Elrow, the hottest music festival of the summer, for anyone sharing their GIF using the hashtag #TicTacOpenUp.

A Tic Tac spokesperson says: “Tic Tac has been helping people to make fresh connections for almost 50 years. We are incredibly excited to ‘open up’ with our fans and welcome them to this unique experience. We are also looking forward to discovering the different flavour combinations people will create.”

The Tic Tac Open House will be open to the public from 12.00pm – 8.00pm on Friday June 15^th and Saturday June 16^th 2018, at The White Space, 5 Great Newport St, London WC2H 7JB. Entry is free and includes one personalised pack of Tic Tacs per person (each pack contains 100 Tic Tacs).

The pop-up is being promoted on Tic Tac’s Facebook page.

The Tic Tac brand is owned by Italian confectionery company Ferrero. It was originally launched in 1969.

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American Express has joined forces with leading figures from the worlds of music and food to launch ‘Backed By’, a nationwide initiative offering two members of the public the chance to win backing from music legend Nile Rodgers or culinary innovator Gizzi Erskine.

Launched as a continuation of its new brand campaign, ‘Powerful Backing: Don’t Do Business/Don’t Live Life Without It’, ‘Backed By’ celebrates the powerful backing American Express has been giving customers throughout its 168-year history.

In addition to advice and practical support – whether that’s words of encouragement, industry introductions or constructive criticism to help further their musical dreams or foodie business idea – the two winners will have access to life-enriching experiences, such as spending time in the world-famous Abbey Road Studios alongside Nile Rodgers and joining him on the road or cooking in the vibrant Mare Street Market kitchens in Hackney alongside Gizzi Erskine. The successful applicants will be given inspiration and support to propel their passion forward.

In addition to Backed By, as part of its new brand campaign in the UK, American Express has also created an immersive experience that will be bringing the message of powerful backing to life in London’s EC1.

Popping up in in Exchange Square beside Liverpool Street Station, the experience runs from Tuesday June 12^th to Thursday June 14^th and is open to the public between 11.00am and 8.00pm.

Soundtracked by DJ and broadcaster Maya Jama, there are three zones to explore – a restoring Japanese Forest, the Neon Jungle dance space and the Inspiration Zone.

The PR and content-led campaign will be supported through a media partnership with the Huffington Post on a newly created ‘Backed By’ channel on their website.

To be backed by one of these inspirational ambassadors, applicants are invited to submit a portfolio of their work at backedby.co.uk from June 12th 2018.

Caroline Bouvet, Vice President of Brand and Marketing UK, American Express, says: “At American Express we recognise the importance of powerful backing and have a rich heritage championing both new and established talent in the worlds of music and food through our Amex Invites entertainment programme. We are thrilled to be working with Nile Rodgers and Gizzi Erskine on ‘Backed By’ and giving one budding musician and one passionate foodie this once in a lifetime opportunity to learn from the best.”

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Mobile phone network Three will be running a pop-up ‘All You Can Pug’ brunch to celebrate Puggerfly, the star of its latest ad campaign and, the network claims, the world’s first Augmented Reality (AR) pet.

Three has teamed up with the Pug Café, UK’s leading pop-up event provider for pugs, to create an immersive experience for dog owners and admirers alike. A limited number of tickets are available, priced at £5, which entitles the holder to one 75-minute brunch slot including one main breakfast dish, bottomless pastries, prosecco and coffee or tea, as well as food for their dog, if they bring one.

All proceeds from the event will be donated to the Pug Dog Welfare & Rescue Association.

The pop-up ‘All You Can Pug’ brunch, which will take place on Saturday May 12th, follows the recent announcement that Three has added Snapchat to its range of services offered as part of Go Binge, allowing customers to snap, chat and share without using their data allowance. Three also unveiled the new star of its ad campaign, Puggerfly, a squishy-faced, purple-winged pug, created, according to the network, to embody all things social and fun.

Puggerfly allows users to access different consecutive Snapchat lenses across seven days, letting them nurture and love their Puggerfly as he grows from a ball-chasing, rainbow-pooping puppyfly right through to a fully-fledged flying Puggerfly. Snap’s 12 million UK daily active users can interact with the animated dog, no matter what network they are on. Users can feed Puggerfly treats, play ball with it, enjoy sloppy dog kisses and even watch it twerk to dance music. The seven lenses launched on April 26th, one per day; after the seven days are up, they will be available to Snapchat users via Snapcodes that will be incorporated into Three’s UK wide advertising and media campaign.

The Pug Brunch was created and managed by Three’s PR agency, W Communications.

Three’s ‘All You Can Pug Brunch’ will take place simultaneously in London and Liverpool, with dog owners and admirers invited to head to Covent Garden Grind in London and Love Thy Neighbour in Liverpool for bottomless brunch dishes and the chance to pet pugs. Guests also have the opportunity to capture photos of themselves with Puggerfly’s giant rainbow poo statue (recently seen roaming London’s capital’s streets), dress up their pampered pooches as Puggerfly, or sample all seven Puggerfly Snap codes.

Consumers can book tickets for the one day pop-up pug cafes via https://www.eventbrite.co.uk/Liverpool/ and https://www.eventbrite.co.uk/London/.

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The RNLI is promoting its Mayday fundraising campaign, which runs throughout May, by turning UK icons, including a classic Post Office phone box, yellow, the colour of the emergency kit its volunteer lifesavers wear.

Yesterday (May 1st or May Day) it was the turn of an iconic old style telephone box on the banks of the river Thames outside London’s City Hall. Passers-by could go inside and pick up the phone to hear real life rescue stories. The experience was designed to give participants an insight into what it really means to be a lifesaving volunteer responding to a call for help and encourage them to ‘do their bit and fund our kit’ and help to raise funds to keep RNLI volunteers safe and dry on the water.

In Wales, Criccieth Castle will be turned yellow after dark tomorrow (May 3rd) with special lighting, while the National Library of Wales in Aberystwyth has been lit yellow since April 27th and will remain so until tomorrow

Across the UK, the public are being challenged to come up with inventive ways to fundraise, from cycling, swimming and baking to donning their brightest yellow at work or school. All money raised will go to fund vital new kit to help courageous volunteer lifeboat crews save lives.

In 2017 crews launched 8,436 times, aiding 8,072 people. RNLI London lifeboat crews alone launched 697 times, aiding 273 people.

The RNLI’s Mayday campaign runs throughout May and aims to raise £750,000 to fund lifesaving kit for the charity’s brave volunteers. An RNLI crew member’s yellow wellies cost £55 a pair, a lifejacket costs £458 and a safety helmet costs £263.

The Royal National Lifeboat Institution is the charity that saves lives at sea. Its volunteers provide a 24-hour search and rescue service in the United Kingdom and Ireland from 238 lifeboat stations. Additionally, the RNLI has more than 1,000 lifeguards on over 240 beaches around the UK and operates a specialist flood rescue team.

The RNLI is entirely public-funded, receiving no money from government.

The RNLI has used experiential marketing with great effect over the past few years; in 2014, the launch of its ‘Respect the Water’ experiential campaign, which is still running today, won the IPM Grand Prix, as well as two Gold awards and a Silver, plus the Consumer Award.

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Eco-cleaning pioneers Ecover is opening London’s first Rubbish Café Thursday 3rd May in Covent Garden. The Ecover Rubbish Café is currency free, only accepting recyclable plastic as payment, and will serve a zero-waste menu from eco-chef Tom Hunt.

It will be kitted out with a stylish upcycled décor inspired by eco-designer Max McMurdo and consumers will be invited to learn how to #LiveClean while they lunch in sumptuously upcycled surroundings. The two-day pop-up will serve up inspiration and ideas for simple swaps everyone can make to reduce, reuse and recycle plastic.

The Rubbish Café celebrates the arrival of Ecover’s new washing-up liquid range which comes in a new 100% recycled and 100% recyclable bottle. Free re-fills of washing-up liquid will be available – consumers simply have to bring along any old bottle.

The menu created by Tom Hunt, eco-chef and author of The Natural Cook includes:

• The Revolution Bowl – Spelt and rye grains with red kale, cranberries, hazelnuts, beetroot soya-yoghurt, roasted rhubarb and a pickled hen’s egg;
• The Mother Nature Bowl – Wild turmeric rice, cauliflower and leaves, golden sultanas, coriander, chaat masala, coconut (vegan);
• The Rubbish Bowl – Puy lentil salad with sprouting broccoli, dried apple, wild garlic pesto, pink peppercorns, feta and seaweed;
• Banana bread – made from saved bananas.

The vegetarian and vegan bowl food options will be served on a first come, first serve basis to ensure nothing goes to waste.

Consumers will also be able to swap their plastic for a coffee provided by Over Under.

Ecover says it is waging a war against plastic pollution. It believes that using plastic for a single-use is fundamentally wrong. In 2016 less than half of all plastic bottles were collected for recycling and only 7% of those were turned into new bottles. The resulting impact on waterways and marine life is horrifying with an estimated 12.7 million tonnes ending up in oceans each year.

Ecover’s mission is to challenge the perception that ‘rubbish’ has no value, encouraging people to consider their own plastic use and how they can make small positive changes to reduce their impact on the environment.

Ecover also leads by example – the Rubbish Café marks the launch of Ecover’s first 100% post-consumer recycled and 100% recyclable plastic washing-up liquid bottle, which has a 70% lower carbon footprint than a virgin plastic bottle.

Tom Domen, Global Innovation Lead at Ecover says: “We’ve been fighting for a greener clean at Ecover for the past 40 years. We believe that single-use, throwaway plastic culture has had its day. So, we’ve given our plastic packaging a serious rethink. Our new washing-up liquid bottle is 100% recycled and 100% recyclable – with a commitment that all our bottles will go this way by 2020. The Rubbish Café is part of our Clean World Revolution… to show the public the incredible value of putting plastics back into the recycling system to help close the loop on plastic production, minimising the amount of new plastic that is created. So besides serving up fantastic sustainable food at The Rubbish Cafe, we’ll be revealing small steps we can all make to benefit our environment so more can pledge to #LiveClean”.

Ecover is one of the largest producers of ecological cleaning products in Europe. Founded 39 years ago in Malle, Belgium, Ecover was among the first to put phosphate-free washing powder on the market which were only banned in 2013. With a rebellious spirit, experience and clever science, Ecover has developed vegan-friendly cleaning products with plant-based and mineral ingredients that help consumers clean their homes with great efficiency and minimal impact on our environment. These products are available in around 40 countries and Ecover’s contribution to the environment over time has been recognised by Time Magazine and the United Nations Environment Programme.

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The UK’s biggest selling stock brand, Knorr, has launched a new online tool, ‘Eat Your Feed’, an app which analyses a user’s Instagram feed and serves up a personalised selection of recipes based on their experiences.

Users just connect using their Instagram account and the Eat Your Feed bespoke technology suggests recipes personalised to their feed. Accessible on mobile, desktop or tablet, the tool suggests recipe ideas along with ingredients and cooking methods to create quick and tasty meals in the comfort of users’ own homes. They can save the recipes or, with a few clicks, add the ingredients (including Knorr products) to their shopping basket.

Creative digital agency AnalogFolk made Eat Your Feed possible by turning data from the Instagram post into a matching recipe from the Knorr recipe database. AnalogFolk used visual recognition and individual image data to build a bespoke AI algorithm, and trained it to understand posts and match to the perfect recipe.

Each Instagram image holds a very rich source of information. Every image has data that contains the time it was submitted, potentially a geolocation if the user added it and, of course, the caption. The location provides the city and country name, and the caption, containing phrases and keywords, supplies context.

For the image itself, AnalogFolk incorporated the IBM Watson Visual Recognition service to identify the scenes and objects in the picture – for example Nature, Beach, Lake, Snowboard, Dog etc.  This created a list of keywords that a bespoke prioritising algorithm scores and then finds the best match from the Knorr recipe database the perfect match.

The Eat Your Feed tool will be supported by the world’s first Instagram powered restaurant, created by Knorr’s PR agency W Communications, where traditional menus will be scrapped and instead diners will be served meals matched to their Instagram feeds. The one-of-a-kind pop-up dining experience takes place on Wednesday 11th April at Jones & Sons restaurant in Islington, North London. Once the technology has analysed each diner’s feed, it will then share personalised recipe suggestions with the Jones & Sons restaurant kitchen. The innovative dishes served at the restaurant will each match a special memory captured on Instagram.

Philippa Atkinson, Senior Brand Manager Knorr UK & Ireland, says: “Eat Your Feed is an innovative concept that showcases the transformative power of Knorr stocks to a new younger generation, adding twists to their favourite recipes or discovering new ones. We’re excited to be the first Instagram inspired recipe solution – using our consumers’ own posts to prompt recipes with real value and relevance we know they’ll love, as well as a reminder of the great adventures they’ve had in the past.”

The Knorr brand is owned by Anglo-Dutch food and household products company, which acquired it in 2000 when it bought Best Foods. Knorr makes a range of products including stocks and soup mixes.

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