Castello: Eat The Art
Grand Central Station; New York City, NY
Challenge
As a launch of Aged Havarti and a complement to Castello’s international campaign of making cheese an art form, we were asked to identify a high food-traffic area in NYC and bring to life a pop-up gallery where guests were invited to literally “Eat the Art.”
Approach
Castello celebrated the art of cheese with a two-day pop-up gallery experience in Vanderbilt Hall. The gallery featured six classic works of art framed and hung next to real-life replications of the masterpieces using premium Castello Cheese in shadow boxes. Our gallery environment was designed to be agile, allowing it to fit through an 8’ doorway and quickly be assembled with high-end gallery features such as clean white walls, soft lighting, and beautifully framed art. Experienced caterers with food handling licenses distributed cheese samples to all passersby who flooded the terminal.
Results
The Eat the Art experience delivered over 50,000 cheese tastings, hosted 500,000 Visitors, had 320 media placements, and achieved 27 million impressions.
