As an experiential marketing agency, in partnership with our longstanding client Coca-Cola, we developed a new format called “The Original Way – Coke Food Festival” – a unique brand experience celebrating true originals. The idea behind the concept was to bring people together from across Germany to enjoy the most creative dishes in combination with an ice-cold Coke straight from the iconic glass bottle – showcasing once again that good food and Coca-Cola belong together.
For the Coca-Cola Food Festival, we chose locations that are as legendary as the timeless Coke bottle. The culinary roadshow took place at the historic Praterinsel in Munich, the landmark XPOST in Cologne and Berlin’s spectacular Alte Münze. We invited some of Coke’s most renowned chefs to join us on the road as well as inviting local restaurants to participate in their hometown. Some of the participating chefs were from Mexiko Strasse in Hamburg, Takumi from Düsseldorf, LeDu Happy Dumplings in Munich and Brasserie Colette run by star chef Tim Raue.
Visitors were given the opportunity to experience a taste journey from Peru to India to Japan – from South Indian street food (dosa) to Peruvian ceviche, ramen noodles Sapporo-style to the classic burger with all the trimmings. As diverse as the dishes and their creators are, what unites them is the passion that makes them true originals with the skills to serve up a unique taste experience.
The chefs not only prepared their dishes themselves, they also talked us through the origins of the various creations. In intimate culinary workshops, or “Kitchen Stories”, visitors could take a personal look at the backgrounds and traditions of the dishes, learning for example how to make ramen noodles from scratch or how to prepare a perfect burger sauce. Additionally, we offered visitors an inspiring programme at this lifestyle event, ranging from workshops to live music.
As an event agency, we also have a responsibility to look after, respect and protect the environment. So we served up the dishes over the entire festival site only with reusable and recyclable dishes and cutlery. Naturally, visitors drank the inimitable beverage exclusively from classic glass bottles. CLY developed the concept for this special event production as well as being its creative lead.
Being an integral part of this event production was an amazing experience, as was supporting our partner Coca-Cola in bringing this special project to life.