BD Network is Helping London Learn the 'Art of Smorging' for Castello Cheese

Following the highly successful pop-up concept store, BD Network has created a new nationwide experiential campaign for Castello cheese - to launch the “Art of Smorging”, a brand new way to dine.

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 campaign has been designed to engage and inspire a younger foodie audience and introduce the Art of Smorging in a fun and interactive way. 

BD Network has re-created a bright, modern Scandinavian kitchen to inspire consumers and capture their imagination during the every day commute. Our kitchen experience transports them to a world where they can to get creative and experiment with flavours, breaking free the shackles of the traditional cheese and cracker board.

Live theatre chefs will deliver a bespoke experience for commuters, educating them on this new way to dine. Taking favourite flavours live from the audience our chef will build a personalised board showing you 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 delicious 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 that night!

The Smorg Station will being popping-up at eight UK 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.

Julian Merritt, Brand Manager, Castello Arla Foods: “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.”

Jen Draper, Business Director, Experiential: “We are really proud to be activating Castello’s latest campaign following the success of the pop-up shop last year. Consumer experience is everything and we are certain that our Nordic kitchen will whisk people away from their daily commute to a place where they are inspired to be creative. We can’t wait to see the nation embrace Smorging as a new way of dining.”