We partnered with Professor Barry C. Smith, an expert in the science of taste, and an expert in umami, the recently recognised ‘fifth’ savoury taste. This is the only one enhanced inside a plane cabin. He developed a short list of food ingredients and flavour-pairings guaranteed to taste great in the air and worked closely with the development kitchen at one of the airports existing food retailers ‘Not Only Caviar’. The team created two fully-packaged Sky High Sandwich options available for purchase from the store.
Diffusion secured blanket coverage across national, consumer, lifestyle, regional and retail trade media including the Mail Online, Daily Mirror, Daily Express, New Scientist and Heart Radio. The campaign was shortlisted for both The Drum Awards and the Creative Moment Awards 2019. The Sky High Sandwich campaign smashed client expectations and dramatically raised passenger awareness of the airport’s retail offer. Sales increased at Not Always Caviar by 6% during the launch period, with the popularity of the new sandwiches seeing them permanently added to the product line.