AMSTERDAM SOFT SERVE POP-UP SHOP 🍦
During the summer of 2023 Oatly launched a plant based soft serve ice cream. One of the ways to promote the product was to start a soft serve pop-up shop in Amsterdam, Netherlands.
During two months we took over an entire building in the middle of the buzzing Jordaan district. To elevate it even further, I created a collaboration strategy with the aim to promote the product/location locally and globally. During the period we tied over 20 collaborations to the pop-up, big and small. Local and global.
The results were great. We managed to create both viral hits, on-brand content, take-overs, intimate dinners for creators and a lot of earned PR.
Over 100 articles published in both local and global of media
Organic content with a reach of over 500 million 📈
See some of the collaborations below.
GUSTAF WESTMAN OBJECTS: Scandinavian interior design group GWO took over the two top floors of the building and created the worlds tiniest furniture shop. Lines were constant for 4 days straight.
SANDWICH MAGAZINE LAUNCH EVENT. London based Sandwich magazine launched their new ice cream sandwich edition (where we also did an editorial piece) in the shop, serving ice cream sandwiches.
STRAVA ART San Fransisco based Strava artist (yes, there is such a thing) Lenny Maughan, ran a route in the shape of an ice cream. This collab generated lots of earned PR and got coverage in Runners World and a handfull of other running media outlets.
SOFT SERVE ART. Armenian based AI artist Jooo.ann generated a carousel of ice cream dream worlds
EMMA RANNE SUPPER CLUB. Finnish food creative Emma Ranne took over the building for a night, inviting her followers to 4 course plant based dinner.
OFICINA TAKE-OVER. The amazing people behind Amsterdams most influential restuarant, OFICINA, did a weekend take-over, creating their own signature soft serves such as Black Sesame, Matcha and Houjicha.
RAE BLOOMS: Rae is a flower studio in Amsterdam run by Ariella Hill. She has a long lasting connection to flowers and relates to them as a form of art.
SAAR NOOMI. Dutch food creative Saar Noomi did a full weekend take over serving where she created signature soft serve toppings, such as Black Lime sauce and pistachio crumble.
ON ADVENTURE WITH DAD did what he usually does - put his kid in dangerous situation on posted it on his social channels
LA LIA CHILI CRISP OIL. By teaming up with locally produced La Lia chili crisp oil, we managed to not only create a new craving in Amsterdam, but also generate countless of organic content from people trying it.
SALVO BAKEHOUSE. Weekend take over by Salvo serving soft serve filled croissants with pistachio and crispy chili oil.