Today (28 August), Kallø has opened a pop-up food outlet that looks and feels just like a fast-food restaurant but serves takeaway favourites – fry-ups, burgers and pizzas – with a twist: they are all being served on rice cakes.
The campaign is aimed at encouraging consumers to think differently about rice cakes and was launched in response to research that shows the average British adult craves unhealthy food four times a day.
“Through the KRC pop-up we wanted to show that people can still enjoy the favourite foods they crave but in a healthier way,” says Bryan Martins, marketing director at brand owner Wessanen UK.
“Kallø rice cakes are low in calories and provide the perfect base for a simple breakfast, light lunch or snack. It’s the hero of our dining experience. The KRC turns the traditional takeaway on its head in a very Kallø way and will inspire consumers to get creative with rice cakes.”
Open from today until Friday 30 August, there are three different dining slots per day with the option to eat in or take out. Although all places have already been booked up, there is capacity for walk-ins.
Kallo is partnering with chef and food writer Gizzi Erskine for dedicated social media and PR content, and there will also be digital outdoor adverts placed locally.
The campaign was conceived and brought to life by PR agency Golin, experiential agency Mad River, and Smithfield Media Agency.