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.”