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Castello launches ‘Art of Smorging’ campaign

Tuesday July 21, 2015 at 8:34pm
Castello cheese is introducing UK consumers to the “Art of Smorging”, a brand new way to dine, in a nationwide experiential campaign. The Smorging campaign has been designed to engage and inspire a younger foodie audience and introduce the Art of Smorging in a fun and interactive way. The concept of Smorging is inspired by the Scandinavian Smorgasbord. In contrast to the traditional, stuffy cheeseboard, Smorging is a new dining experience where friends can get together to share delicious cheese, artfully paired with some of their other favourite foods, all designed to enhance flavour. Smorging can be for any occasion, planned or unplanned, formal or informal and with any number of people. Just make sure you are being creative! The SMORG STATION will being popping-up at eight London train stations and other high-footfall locations nationwide including Liverpool, Manchester, Leeds and Bristol over the course of July and August delivering a total of 27,000 taste trials and 77,000 smorging kits. The campaign was created for Arla Foods, which owns the Castello brand, by integrated agency BD Network, which ran a very successful campaign revolving around a Castello pop-up shop in 2014. BD Network has re-created a bright, modern Scandinavian kitchen to inspire consumers and capture their imagination during the every day commute. The pop-up kitchen experience transports people to a world where they can to get creative and experiment with flavours. Live theatre chefs deliver a bespoke experience for commuters, educating them on this new way to dine. Taking favourite flavours live from the audience, the chefs will build a personalised board showing people how to pair different types of Castello cheese to best effect. They will experiment with textures and tastes to create a fresh new experience each and every time. Consumers will then take away Smorging boxes containing three mini cheeses, a guide to Smorging and money-off coupons to encourage them to try what they’ve learnt at home. Julian Merritt, Brand Manager, Castello at Arla Foods, says: “The best way to understand Smorging is to try it- which is why we wanted to surprise people with some tasty treats around the country. It is all about enjoying your favourite cheese and experimenting with different taste and texture combinations. We worked with Scandinavian chef Trine Hahnemann to develop the idea along with a host of Smorging recipes and pairings to inspire consumers, which are available on our website Castello-cheese.co.uk.”
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