Norwegian cheese company Jarlsberg and agency Lionesque Group are raising awareness for the brand's first-ever pop-up retail experience in NYC with advertising across digital and Facebook. The ads — coinciding with the pop-up operating Sep. 22 to Oct. 7 — cheekily offer the chance to take a "Subway to Norway."
The pop-up, which will entirely take over the West Village Swedish candy store Sockerbit, will provide free samples as well as feature seminars by food blogger Marissa Mullen and celebrity chef George Duran.
This experiential effort is specifically designed to jumpstart social media buzz. The pop-up includes interactive areas to take photos and a hashtag printer to take home printed memories and Instagrammable moments. Those that post to social media using #JarlsbergNYC receive a free “Sweet & Swedish” treat.