Challenge

Krug wanted to engage younger luxury consumers while maintaining the exclusivity and heritage of the brand. The challenge was to create a sharable experience that felt intimate yet scalable across digital and social channels.

Insight

Luxury consumers crave immersive, “Instagrammable” experiences that combine product storytelling with lifestyle. A pop-up that integrated taste, craft, and social shareability could amplify brand relevance.

Idea

Launch a Krug-branded Crêperie pop-up with bespoke food pairings, live music, and interactive elements designed for social capture. Limited access created exclusivity and drove demand.

Execution

1. Curated pop-up experience with chef-led crêpe pairings and mixology.

2. Social media amplification via live content and influencer partnerships.

3. VIP events and press previews to generate earned media.

Innovations

• First Krug pop-up combining culinary and lifestyle storytelling in this format.

• Integrated AR filters and live social feeds for digital reach.

• Data-driven invitations to target high-value consumers efficiently.

Impact

• 28% engagement lift across social channels during activation.

• 45% of attendees shared content, generating global earned media.

• Increased foot traffic to partner retail locations post-activation.

• Strengthened Krug’s lifestyle positioning among younger luxury audiences.

Credits

• Program Manager: Saorla Magee

• Creative Directors: Andrew McDonald & Dominic Franks

• Art Director: Matthew Swan