{"id":3144,"date":"2022-04-08T15:05:24","date_gmt":"2022-04-08T15:05:24","guid":{"rendered":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/"},"modified":"2022-04-08T15:05:24","modified_gmt":"2022-04-08T15:05:24","slug":"issue-106","status":"publish","type":"post","link":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/","title":{"rendered":"Issue #106"},"content":{"rendered":"\n

Welcome to your weekly dose of TooXToo, this week featuring Tesco\u2019s hot crossed bun caf\u00e9, Heineken\u2019s metaverse bar, Tesco\u2019s billboard\u2019s celebrating Ramadan, and the Argos and Pinterest \u2018Mood hotel\u2019\u2026<\/span><\/p>\n\n\n\n

Tesco\u2019s hot cross bun caf\u00e9<\/strong><\/span><\/h2>\n\n\n\n

Easter is not Easter without the sweet addition of hot cross buns. Supermarkets capitalise on the nations love for this Easter treat by developing new twists or flavours to entice its customers. Tesco have taken it a step further this year by opening \u2013 albeit temporarily, a hot cross bun caf\u00e9. <\/span><\/p>\n\n\n\n

<\/span><\/p>\n\n\n\n

The caf\u00e9 is situated in London\u2019s Shoreditch, and offers a unique kind of dining experience. Expect brunch, afternoon teas and a refined five-course meal served each evening. Each item on the menu includes or is inspired by the beloved hot crossed bun. From vegan \u2018Hot Cross Bangers and Smash\u2019 at brunch, to Hot Cross Scones at afternoon tea, and Hot Cross Bun Espresso Martinis and Hot Cross Bun Steak Tartare at dinner.<\/span><\/p>\n\n\n\n

Tesco\u2019s decision to open their easter-inspired caf\u00e9 concept came in response to their reported 20% surge in sales for hot cross buns in 2021. Given this increase, the supermarket\u2019s new eatery that celebrates this Easter staple is set to soar. <\/span><\/p>\n\n\n\n

This fun, and unique pop-up is not just responding to the seasonality of consumer behaviour, but is tapping into the natural inquisitiveness of customers that will be enticed by new, or re-imagined everyday consumer goods.<\/span><\/p>\n\n\n\n

The new caf\u00e9 in Shoreditch will only be open from April 5th to April 10th<\/sup>; don\u2019t panic though \u2013 if you miss its debut you can pop into any Tesco in-store cafe across the UK to experience some of the dishes from the London caf\u00e9.<\/span><\/p>\n\n\n\n

Heineken\u2019s metaverse bar<\/strong><\/span><\/h2>\n\n\n\n

Heineken opened a bar free from alcohol in the spirit of embracing the virtual, meta-inspired future to come. Those in search of a pint, or two do not fear- the bar next door was open to satisfy the physical experience of enjoying a drink that the meta-bar pulled away from.<\/p>\n\n\n\n

<\/figure>\n\n\n\n

Heineken opened a pop-up bar that was open for one night on the 7th April, which celebrated the launch of Heineken Silver, their new premium 4% lager. Crucially – this product is all about \u201cchallenging fakeness\u201d and \u201cpoking fun at the current craze to launch products in the metaverse\u201d. Given this, Heineken have made a playful move in opening the world\u2019s first \u201cIRL\u201d metaverse bar, that served \u201cdigital beers that can\u2019t be drunk\u201d.<\/span><\/p>\n\n\n\n

The new product \u2018Heineken Silver\u2019 was \u2018brewed\u2019 virtually first in the 3D platform Decentraland, this was done by the brand to satirise the visible shift of other big brand\u2019s activity to the meta-verse. As Heineken associates commented, brands \u201care jumping into the metaverse with products that are best enjoyed in the real world.\u201d<\/span><\/p>\n\n\n\n

The pop-up was characterised by a blocky, pixelated interior, and featured staff who acted like non-playable characters (NPCs). Visitors were given low-tech \u2018virtual reality\u2019 headsets to wear when inside the bar and acted to give customers an insight into the future of the \u2018meta-hospitality\u2019 landscape.<\/span><\/p>\n\n\n\n

Those who turned up disappointed to find a lack of alcohol inside the IRL metaverse experience were able to have their thirst quenched nextdoor where Heineken Silver was sold on tap, all-night long.<\/span><\/p>\n\n\n\n

Not only did this brand pop-up create controversy that got people talking both on and offline, but it also acted to successfully market and promote Heineken\u2019s newest product.<\/span><\/p>\n\n\n\n

The question this pop-up posed for consumers and the brand was whether the future meta-consumer will trade a physical drink for one that is undrinkable for the sake of a unique, fully virtual experience\u2026<\/span><\/p>\n\n\n\n

Tesco\u2019s billboards that celebrate Ramadan <\/strong><\/span><\/h2>\n\n\n\n

Tesco are celebrating Ramadan with their month-long billboard campaign which is inspired by generating content that aligns with when Muslims can and cannot eat during the day.<\/span><\/p>\n\n\n\n

<\/figure>\n\n\n\n

Muslims refrain from eating and drinking between dawn and dusk \u2014 tapping into the cultural norms that define the Ramadan period Tesco is celebrating the sense of community and togetherness to be found in collectively fasting and sharing a meal together across this period.<\/span><\/p>\n\n\n\n

During the day, the billboards will share pictures of four hands alongside several empty plates and platters. Food then appears on the plates displayed when the sun sets signalling when Muslims can break their fast with an iftar meal.<\/span><\/p>\n\n\n\n

The billboards displaying these ads will be in main areas with large Muslim communities, including London, Birmingham and Bradford. To enhance the day-to-night digital transition, the billboards all face eastwards, with the sun setting in the background.<\/span><\/p>\n\n\n\n

Inclusivity is something brands need to prioritise increasingly in response to growing consumer awareness and consciousness; customers are keen to invest in brands that communicate authenticity and cultural awareness, and this latest billboard campaign is a great example of this. <\/span>

In the UK the Muslim community is very diverse, encompassing a wide range of cultural backgrounds. Tesco has creatively responded to the question of how to appeal and resonate with such a diverse group. Crucial, was Tesco\u2019s decision to exclude images of specific people because it allows the campaign to appeal to everyone who practices Islam.<\/span><\/p>\n\n\n\n

The Argos and Pinterest hotel <\/strong><\/span><\/h2>\n\n\n\n

Argos and Pinterest embarked on a creative partnership bringing \u2018The Argos Mood\u2019 hotel to London\u2019s Bethnal Green between April the 2nd<\/sup> and April the 4th. The idea was that the rooms within successfully provided the public with an insight into the upcoming interior trends for 2022.<\/span><\/p>\n\n\n\n

<\/figure>\n\n\n\n

The data was provided and gathered by Pinterest Predicts<\/a> and informed the Argos design team who then developed six beautifully decorated rooms in the hotel in this world-first concept.<\/span><\/p>\n\n\n\n

Rooms in the hotel included \u2018The Luxe room\u2019 which prioritised opulence and extravagance as well as the \u2018Escape Room\u2019, which was inspired by modern minimalism and wellness spaces. Customers that were enticed by the interior design of these spaces were directed to buy through the hotel or via Argos\u2019 website \u2013 the collaboration proved successful in giving consumers a whole new way of looking at design, and was especially appealing for those wanting to be able to have a physical brand experience after being digitally immersed for the last two years during the pandemic.<\/span><\/p>\n\n\n\n

For those of us that missed this experience, it can be explored virtually through immersive 360\u00b0 videos and e-visitors can also browse shoppable digital pages on the Pinterest platform and across Argos’ social media channels.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

Issue 106<\/p>\n","protected":false},"author":12,"featured_media":1335,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[8],"tags":[4],"class_list":["post-3144","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-too-x-too","tag-too"],"acf":[],"yoast_head":"\nIssue #106 - TOO Content<\/title>\n<meta name=\"robots\" content=\"noindex, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Issue #106 - TOO Content\" \/>\n<meta property=\"og:description\" content=\"Issue 106\" \/>\n<meta property=\"og:url\" content=\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/\" \/>\n<meta property=\"og:site_name\" content=\"TOO Content\" \/>\n<meta property=\"article:published_time\" content=\"2022-04-08T15:05:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2024\/11\/TOOHBM_Issue106_001-850x558.png\" \/>\n\t<meta property=\"og:image:width\" content=\"850\" \/>\n\t<meta property=\"og:image:height\" content=\"558\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"The One Off\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"The One Off\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"5 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/\",\"url\":\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/\",\"name\":\"Issue #106 - TOO Content\",\"isPartOf\":{\"@id\":\"https:\/\/content.theoneoff.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2024\/11\/TOOHBM_Issue106_001.png\",\"datePublished\":\"2022-04-08T15:05:24+00:00\",\"dateModified\":\"2022-04-08T15:05:24+00:00\",\"author\":{\"@id\":\"https:\/\/content.theoneoff.com\/#\/schema\/person\/6db9ad296091f467dbb71e751549aa37\"},\"breadcrumb\":{\"@id\":\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#primaryimage\",\"url\":\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2024\/11\/TOOHBM_Issue106_001.png\",\"contentUrl\":\"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2024\/11\/TOOHBM_Issue106_001.png\",\"width\":3400,\"height\":2230},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/content.theoneoff.com\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Issue #106\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/content.theoneoff.com\/#website\",\"url\":\"https:\/\/content.theoneoff.com\/\",\"name\":\"TOO Content\",\"description\":\"\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/content.theoneoff.com\/?s={search_term_string}\"},\"query-input\":\"required name=search_term_string\"}],\"inLanguage\":\"en-US\"},{\"@type\":\"Person\",\"@id\":\"https:\/\/content.theoneoff.com\/#\/schema\/person\/6db9ad296091f467dbb71e751549aa37\",\"name\":\"The One Off\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-US\",\"@id\":\"https:\/\/content.theoneoff.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/e38a6a6e3788f847c70240a6fc7a1d20af02332867eed33aa79a03ed6f4923c3?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/e38a6a6e3788f847c70240a6fc7a1d20af02332867eed33aa79a03ed6f4923c3?s=96&d=mm&r=g\",\"caption\":\"The One Off\"},\"url\":\"https:\/\/content.theoneoff.com\/author\/digi-donotuse\/\"}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"Issue #106 - TOO Content","robots":{"index":"noindex","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"og_locale":"en_US","og_type":"article","og_title":"Issue #106 - TOO Content","og_description":"Issue 106","og_url":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/","og_site_name":"TOO Content","article_published_time":"2022-04-08T15:05:24+00:00","og_image":[{"width":850,"height":558,"url":"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2024\/11\/TOOHBM_Issue106_001-850x558.png","type":"image\/png"}],"author":"The One Off","twitter_card":"summary_large_image","twitter_misc":{"Written by":"The One Off","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"WebPage","@id":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/","url":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/","name":"Issue #106 - TOO Content","isPartOf":{"@id":"https:\/\/content.theoneoff.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#primaryimage"},"image":{"@id":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#primaryimage"},"thumbnailUrl":"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2024\/11\/TOOHBM_Issue106_001.png","datePublished":"2022-04-08T15:05:24+00:00","dateModified":"2022-04-08T15:05:24+00:00","author":{"@id":"https:\/\/content.theoneoff.com\/#\/schema\/person\/6db9ad296091f467dbb71e751549aa37"},"breadcrumb":{"@id":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#breadcrumb"},"inLanguage":"en-US","potentialAction":[{"@type":"ReadAction","target":["https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/"]}]},{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#primaryimage","url":"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2024\/11\/TOOHBM_Issue106_001.png","contentUrl":"https:\/\/content.theoneoff.com\/wp-content\/uploads\/2024\/11\/TOOHBM_Issue106_001.png","width":3400,"height":2230},{"@type":"BreadcrumbList","@id":"https:\/\/content.theoneoff.com\/2022\/04\/08\/issue-106\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/content.theoneoff.com\/"},{"@type":"ListItem","position":2,"name":"Issue #106"}]},{"@type":"WebSite","@id":"https:\/\/content.theoneoff.com\/#website","url":"https:\/\/content.theoneoff.com\/","name":"TOO Content","description":"","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/content.theoneoff.com\/?s={search_term_string}"},"query-input":"required name=search_term_string"}],"inLanguage":"en-US"},{"@type":"Person","@id":"https:\/\/content.theoneoff.com\/#\/schema\/person\/6db9ad296091f467dbb71e751549aa37","name":"The One Off","image":{"@type":"ImageObject","inLanguage":"en-US","@id":"https:\/\/content.theoneoff.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/e38a6a6e3788f847c70240a6fc7a1d20af02332867eed33aa79a03ed6f4923c3?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/e38a6a6e3788f847c70240a6fc7a1d20af02332867eed33aa79a03ed6f4923c3?s=96&d=mm&r=g","caption":"The One Off"},"url":"https:\/\/content.theoneoff.com\/author\/digi-donotuse\/"}]}},"_links":{"self":[{"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/posts\/3144","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/users\/12"}],"replies":[{"embeddable":true,"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/comments?post=3144"}],"version-history":[{"count":0,"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/posts\/3144\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/media\/1335"}],"wp:attachment":[{"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/media?parent=3144"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/categories?post=3144"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/content.theoneoff.com\/index.php\/wp-json\/wp\/v2\/tags?post=3144"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}