The newsstand takeover
Photo: via Pinterest.
We take over a Parisian newsstand, with the necessary permits, or recreate one down to the last detail in a private venue. The bottle green, the racks, the posters: everything stays recognisable, but every shelf speaks for the brand.
The newsstand does most of the work: it's an icon of the Paris street that everyone knows and nobody really looks at any more. We dress it in the product's colours, and suddenly it's all anyone can see.
The product sold like a magazine
The heart of the launch: the product becomes a newspaper. A fake front page, bold headlines, an editorial, short news items on the ingredients and the recipe. You buy it at the newsstand, like your morning paper.
Each section tells one side of the product's story. Guests don't read a spec sheet: they leaf through the brand's story, in the voice of a paper that loves a good pun.
Brands have already jumped on it: Summer Fridays opened a sky-blue kiosk, its front reading "Skincare, Hot cocoa, Magazines, Flowers", with rows of magazines whose every cover features one of its products. The kiosk becomes a giant display, and every front page a poster.
Newsprint wrapping
Photo: Marisa Holmes, via Pinterest.
The product is wrapped in newsprint printed especially for the occasion: the articles talk about the brand, the classified ads hide in-jokes, and the weather forecast promises tasty conditions.
A simple gesture that recalls the markets of old and is made to be unwrapped on camera. Every parcel is an object people keep, photograph and share.
A tasting at rush hour
Photo: via Pinterest.
In the morning, the newsstand vendor becomes our ambassador. As Parisians hurry to work, he hands out a tasting with the day's paper. A queue forms, passers-by stop, the curious come back.
That's the magic of the street: a spontaneous experience that sparks real reactions and real conversations, a world away from a closed tasting room.
Content designed for Reels
Photo: Moriah Sawtelle, via Pinterest.
Hijacking an everyday place is exactly what works on Reels right now: viewers recognise the setting in a second, and the surprise does the rest. A newsstand covered in fake front pages, a queue at dawn, a product emerging from newsprint: every shot tells a story.
So we design the newsstand like a set: posters that read well on screen, angles planned for filming from the pavement, and a ready-made shot list for invited creators. The result: Reels in line with your campaign, filmed in a setting everyone knows but nobody has ever seen like this.
The special press edition
"Tsukiji Radio", Analog Market, Tokyo, November 2025. Photo: @alwayslisteningjp, via Pinterest.
For journalists, we print a special edition in their name: their very own front page, delivered to the office on launch morning with the product tucked inside. An invitation nobody leaves lying on a desk.
In the evening, the newsstand turns into a pop-up bar: a DJ, tastings, posters that change every hour. Press and creators leave with the news of the day, and the urge to pass it on.
And the gifting?
We finish with a stack of newspapers tied with string: the product, a personalised fake front page, a newspaper-seller tote bag and a hand-written card. The newsstand to take home, and a gift made to be unboxed on camera.
Frequently asked questions
How do you organise a food product launch?
Start from the product and its story, choose a venue where guests can taste it in an unexpected context, invite press and content creators, and design every detail, from packaging to set, to produce images. A well-placed tasting beats a long speech.
Why launch a product at a newsstand or another everyday place?
Because an everyday place is instantly recognisable: hijacking it creates surprise, draws passers-by and produces images people want to share. For a newsstand on a public street you need the necessary permits; you can also recreate one in a private venue.
How do you get press coverage for a food launch?
Give journalists a real story and an experience to write about: a clear concept, a personalised press mailing, a tasting in an original setting and visuals ready to publish. The easier the idea is to sum up in a headline, the further it travels.