Badoit and Havas PR combine for a picnic with sparkle
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Badoit , the naturally sparkling mineral water, is hosting the world’s first picnic restaurant serving gourmet food created by Michelin star chef Thierry Marx, free of charge.
The event, devised by Danone Waters UK & Ireland Ltd with Havas WW, is the first major event organised by Badoit in the UK and is designed to bring the naturally sparkling nature of the water to life.
Central to the picnic will be the menu created by Thierry Marx, owner of the Sur Mesure par Thierry Marx restaurant in Paris, which holds two Michelin stars. The look and feel of the picnic has been designed by Fred Sirieix, general manager of the Michelin-starred Galvin at Windows restaurant and co-presenter of the BBC’s Michel Roux’s Service.
Sophie Brooks, Badoit senior brand manager said: “This hugely imaginative event will bring to life everything Badoit represents – fun, food and natural sparkle. We hope it will help establish this fantastic water as the natural accompaniment to fine food and we can’t wait to take over Soho Square.”
Steve Marinker, MD at Havas PR UK said: “A free fine dining picnic perfectly captures Badoit’s convivial personality. As a fully integrated agency we have been able to oversee every part of the activation, from creative brand work, to event planning and media relations.”
To celebrate the event, Social media agency We Are Social are launching a dedicated Tumblr blog complete with lunch tips and food inspiration.
Deola Laniyan, account director at We Are Social, said: “As the summer fast approaches, this campaign will position Badoit at front of mind as an essential ingredient for a quality lunch break. We’re looking forward to encouraging people across the country to get away from their desks and make the most of their lunch hour this summer!”
Thierry Marx, who worked with Badoit to turn a Parisian commuter train into a free fine dining restaurant in 2012 said: “Badoit is a naturally sparkling, effortlessly convivial accompaniment to fine food, and it is fantastic they have decided to create this once in a lifetime event.”
Fred Sirieix has designed the picnic restaurant to exude Badoit’s convivial spirit and inject some fine dining cues into the traditional picnic. This includes attentive waiting staff, silver service cloches, a string quartet, chandeliers and crisp, cotton napkins.
Sirieix said: “Soho square is going to pop with excitement. This completely free, wonderful gastronomic experience to Londoners, exemplifies Badoit’s conviviality and easy elegance. Of course the service, music and delicious food will be wonderful – but it is the Badoit that will bring true sparkle to the occasion.”
The sparkling experience will open at 12.30pm in Soho Square on Thursday 13th June. There are just 100 picnic places available and hungry diners can express their interest by emailing details of their party to BadoitExpress@HavasWW.com.
