Jack Morton rolls out pop-up dining for Qantas

Jack Morton rolls out pop-up dining for Qantas

Brand experience agency Jack Morton has today launched new work for Qantas, introducing a series of pop-up dining experiences at airports across Australia, starting with gourmet pies at Sydney Qantas Club.

Specifically, the agency has been tasked to challenge the perception of traditional airline food, with the pop-ups – with different food at each – appearing at airports across most major cities by the end of the year.

Today, the first leg of the Qantas Club pop-up dining experience will serve Bert's Pies, designed and baked by Alex Woolley, head chef at the two-hatted Sydney restaurant.

His pie was judged best by hospitality company Merivale in its compeition among its chefs to create the master meat pie.

"Essentially, what we were asked to do was create some more advocacy around the Qantas lounges, build a sense of intrigue about joining the Qantas Club,” Helen Graney, MD at Jack Morton, told B&T.

“What our research showed us what people value is a good, quiet, comfortable place to relax, however the food was a really strong component of that,” she added. “So we paired that with increasing trends away from gourmet foods and into more pop-up style food, such as really delicious burger, pies etc”

“We’re looking at what Qantas’ existing own media opportunities are, and how we drive that for its benefit.”




Please login with linkedin to comment

Latest News

Sydney Comedy Festival: Taking The City & Social Media By Storm
  • Media

Sydney Comedy Festival: Taking The City & Social Media By Storm

Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]

Global Marketers Descend For AANA’s RESET For Growth
  • Advertising

Global Marketers Descend For AANA’s RESET For Growth

The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA  Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]