East Village E20: Brie-oncé

East Village E20, a property development in East London, launched a wine and cheese festival to drive footfall to the property and find new tenants.

Campaign details

Brand: East Village E20Agency: Hope&Glory

Summary

A spot of creative thinking and some great media work made a 25-stall Cheese and Wine Festival in East London international news.

The invention of the UK Cheese Carving Championships and the creation of "Brie-oncé " as one of the potential entries went around the world and back again.

It succeeded in driving footfall to property development East Village, E20 and supported the area's landlords, Get Living London, in finding new tenants.

The campaign – which cost no more than £7,000 in fees and costs – attracted 12,000 people...

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