Case Study

Giving the public a taste of Merchant Gourmet

Bringing pulses and grains to the masses with a real live Pop-Up Restaurant

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The results:

1.3 millionPlus icon

reached through TfL advertising

1.2 millionPlus icon

Social impressions


Customers served in the restaurant

15 million

Reached through Sunday Times partnership

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The challenge:

Merchant Gourmet is the UK’s leading supplier of pulses and grains. Sounds great, but in a category dominated by rice, only 2% of UK consumers use pulses and grains in their everyday cooking. 

Merchant Gourmet approached us to help raise awareness of pulses and grains as a healthier alternative to rice. But the most difficult part was demonstrating to consumers how great grains were and instilling confidence in them to cook with grains at home.

What we did:

We created “Grain & Graze” – a three-month gourmet pop-up restaurant in the heart of foodie-centric Angel, Islington. Grain & Graze, a fully operational restaurant serving lunch, dinner, and brunch, provided us with the ideal opportunity to demonstrate to customers how delicious the food could be. We provided the public with everything they needed to make a healthier switch to grains, including masterclasses with celebrity chefs and Masterchef winners, recipe cards and online cookery helpers, live videos, and take-me-home cooking pouches.

“We’ve spent years wondering how we can take Merchant Gourmet to the masses, and you’ve really smashed it – couldn’t be prouder to finally get this away.”

- Clive Moxham, Managing Director

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