How to promote Braastad Cognac and communicate that Braastad Cognac can be combined with food and as food ingredient.
The concept “Thierry meets The Thief”. A press event with a 7 course pop-up signature menu made by Michelin star chef Thierry Verrat and The Thief chef Johan Laursen together with Richard Braastad himself. The challenge was to use cognac as a spice, instead of for example salt and pepper. The menu was served at restaurant Fru K at The Thief for invitational press only.
24 of the most important HoReCa press enjoyed the pop-up lunch and it resulted in huge media coverage after the event.
Tags: ARCUS, BRAASTAD