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Merchant Gourmet, a client we’ve had the pleasure of working with for many years now, has just launched an innovative new food destination based in Islington, London – and we’ve been fortunate enough to work on the campaign from conception to completion.

‘Grain & Graze’ is one of the largest projects we’ve ever undertaken for Merchant Gourmet – an innovative concept that brings the heart and soul of the brand’s diverse offering directly to the high street.

As the pioneer of convenient pre-cooked lentil and grain pouches – and the only brand with 100% single origin quinoa, freekeh, beluga and puy – Merchant Gourmet has once again got ahead of the game by launching this state of the art, multi-function food haven. The picture perfect ‘pop up’ provides ample opportunity for foodies to get together to eat, shop, create, explore and encourage smart, healthy eating and lifestyles.

From weekly cooking demos and interactive activities, to bloggers’ brunches and weekly masterclasses, the space is a real asset to the community, supporting local and national charities and social projects along the way.

Grain & Graze and 21six

We were tasked with creating the overall campaign plan for Grain & Graze, in addition to delivering a number of high-visibility above-the-line creative assets – including tube advertising and a partnership with News UK in The Times and Sunday Times newspapers – to raise overall awareness of the project and drive sales.

We’ve also developed and managed an innovative Facebook Messenger bot called Grainbot, which will allow users to access recipes, videos and other information directly from produce and menus by scanning parametric codes from their mobiles.

That’s not all. We’ve delivered a strategical social media campaign to increase engagement in the places our audience spends most of its time online; we’ve created a brand immersion room to engage retailers and key accounts; and we’ve carried out all of Grain & Graze’s PR work. It’s safe to say our involvement has been all-encompassing – and incredibly exciting.

Off to a great start

Grain & Graze officially launched on Thursday 21st September with a fun evening attended by respected chefs, the UK’s most sought-after food and lifestyle bloggers, familiar foodie faces and the Merchant Gourmet team. As well as sipping on champagne and grazing on canapés, there were guided tours, keynote talks across the floors and the chance to see respected cook, teacher and writer, Alex Mackay, in action.

Clive Moxham, Group Commercial Director for Merchant Gourmet, said of the project: “What started as a pop up shop has turned into an innovative space that will encourage conversations around great food and healthy living. As the number one pulses and grains brand in the UK, we want to showcase the versatility of pulses and grains, not only to grow the Merchant Gourmet brand, but also to invigorate the category as a whole. Rather than just talking about it, we decided to develop this wonderful venue to show our customers the versatility of our delicious and nutritious ingredients.”

Visit the Grain & Graze website >