Zagat #TinyCafe

To launch the new Zagat mobile app, we created a pop-up called Tiny Cafe in
New York City, which celebrated the app's "tiny-yet-perfect reviews" with "tiny-
yet-perfect dishes" inspired by some of NYC's most iconic meals. The Tiny Cafe
was also inspired by the tiny food phenomenon, which has taken the internet
by storm and is particularly popular among Millennials, our key audience.
 

Teaser Video


I was the ACD on this project and also provided copy for all components – video,
collateral, signage, PR and brand ambassador scripts. I also helped define the
end-to-end customer journey. We seeded the campaign with a teaser video
(above). The event earned 145M social impressions and 1 billion
impressions overall. It was covered in the New York Times, Refinery29 and
The Verge, among others.

 


The Tiny Cafe served four tiny dishes from a takeout window: The Emmy
Burger and Luca Pizza from Pizza Loves Emily, the Adobada Taco from
Los Tacos No. 1 and the Chocolate Chip Cookies from Jacques Torres
Chocolate. At every step of the experience, we created photo
opportunities and encouraged visitors to share their photos with
#TinyCafe
 

The Tiny Food Gallery housed wee dishes in wee kitchen settings. Three digital displays on the far left showcased people's #TinyCafe shares on Instagram. As people shared their photos at the Gallery, they would appear on the displays in real time. 

The Tiny Food Gallery housed wee dishes in wee kitchen settings. Three digital displays on the far left showcased people's #TinyCafe shares on Instagram. As people shared their photos at the Gallery, they would appear on the displays in real time. 

While people waited in line to order their tiny dishes, they could watch our chefs do tiny food demonstrations using real ingredients and two functioning mini stoves.

While people waited in line to order their tiny dishes, they could watch our chefs do tiny food demonstrations using real ingredients and two functioning mini stoves.

Diners received their tiny food in tiny to-go boxes, which provided the perfect (and branded) stage for a photo or unboxing video.

Diners received their tiny food in tiny to-go boxes, which provided the perfect (and branded) stage for a photo or unboxing video.

Tiny food packaging

We provided tables for people to enjoy and photograph their tiny food. Table tents, tiny food packaging and posters encouraged them to "Share your lil' dish of delish" on social with the #TinyCafe hashtag.

We provided tables for people to enjoy and photograph their tiny food. Table tents, tiny food packaging and posters encouraged them to "Share your lil' dish of delish" on social with the #TinyCafe hashtag.

Table tents

Brand ambassadors showed waiting diners how to download the app and find the "human-scale" versions of their favorite dishes. I choreographed the brand ambassadors, providing messaging and training.

Brand ambassadors showed waiting diners how to download the app and find the "human-scale" versions of their favorite dishes. I choreographed the brand ambassadors, providing messaging and training.

OOH in the vicinity around Astor Place promoted the new app with the tagline and drove New Yorkers to the event.