Four’N Twenty creates pop-up Rock’N’Roll cafe via BRING agency

BRING agency of Universal Music has created a pop-up cafe named Rock’N’Roll, bringing together The Living End band and food manufacturer Four’N’ Twenty.

The announcement:

BRING, Universal Music for Brands today combined two of Australia’s favourite things by fusing Australian ‘rock’ royalty, The Living End, and iconic ‘roll’ manufacturer Four’N’ Twenty to celebrate morning breaks and launch of two new Loaded! Rolls into the Australian market.

The one-of-a-kind pop up cafe, marvellously named ‘Rock’N Rolls’ completely took over the iconic local cafe; Black Market Roasters in Marrickville, transforming it into a weird and wonderful fusion of food and rock fun.

The band entertained the packed-out crowd with an hour-long performance, to create a loaded lunch surely destined for the Rock and Roll hall of fame, if of course they had a category for late morning pop-up cafes that serve up your fave rock bands alongside your fave break time food. When asked if this category was in the works, a spokesperson from the Rock and Roll hall of fame simply said “no comment”, which could mean it’s in the works, maybe.

James Griffiths, executive creative director at BRING, said as he clutched his sausage roll during a particularly vibrant guitar solo said; “We’re excited to be bringing together two of Australia’s biggest passions. Our data shows that Four’N Twenty’s target demo absolutely love rock music, it’s their number one streamed genre, so this felt like a really fun and exciting way to launch the new Loaded! Rolls range into the market. The brand has such great heritage within the sports world, and we’re thrilled to be taking the brand into music to excite a new audience”.

The pop-up activation brought to life a fun mash-up of sausage rolls and music, with a wall of legends showcasing the best in food, music and sports. New Loaded! Rolls were served up hot to fans as they stepped inside a cafe style playful environment.

Anand Surujpal, general manager – marketing & innovation for Patties Foods said: “Evolving from sport into music, we are thrilled to be partnering with The Living End to launch our brand new Four’N Twenty Loaded! Rolls into the market. Celebrating our heritage and bringing this unique Rock’N’Roll campaign to life with a live music gig in the middle of Sydney is a moment that people will talk about for years to come”

Chris Cheney, lead singer of The Living End said; “We’ve been a big fan of Four’N Twenty ever since we were kids, and love grabbing a sauso roll on the road when we’re on tour. We’re thrilled to be partnering with the brand to combine two of our favourite things – great Aussie rock with great Aussie food. Was it a little weird? Hell yeah. But we’re into it”.

Using world-first patented technology, Australia’s No.1 and most loved pie brand – Four’N’Twenty has officially introduced new innovative filled Loaded! Rolls, available in two mouth-watering flavours – Meat Lovers filled with BBQ sauce and Brekkie Roll offering the classic Aussie Brekkie taste of bacon and cheese with an egg sauce centre. The perfect snack to enjoy anytime, anywhere!

Client: Patties Foods
Anand Surujpal, GM marketing & innovation
Debra Barrow, category marketing manager

Creative Agency: BRING
Adam Ireland, general manager, BRING
James Griffiths, executive creative director, BRING
Chris Russell, brand partnerships director, BRING
James ‘Wilko’ Wilkinson, creative, BRING
Brooke Pilton, music partnerships director, BRING
Alexia Tomshin, music and brands executive producer, BRING

Publicity: Twofold Media
Event Producer: Amplify
Media Agency: BWM Isobar

Source: Twofold Media


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