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Brief Published: 15 Mar 2012

The Fat Duck Anticipation Project


A reservation at the UK’s prestigious restaurant The Fat Duck is normally accompanied by a few months waiting to sample famous British chef Heston Blumenthal’s experimental fare. But now a new experience is whetting guests’ appetites ahead of the meal.

About a month before their booking, guests will be offered access to an exclusive online location where a playful animation called Like A Kid In a Sweet Shop, and a further sound recording, give hidden audio and visual clues to the real experience awaiting them at the restaurant, known for its ‘molecular gastronomy’. The animation was created with Manchester-based digital agency The Neighbourhood. It taps Blumenthal’s child-like imagination, and aims to create a sense of anticipation for guests.

As well as adding an element of fun to a luxury dining experience, this creative project serves to draw customers into Blumenthal’s world in a fun, inventive way. Only guests are allowed to view the animation, and they only have four opportunities to do so.

After their meal, they are given access to an augmented reality sweet shop – extending the brand experience beyond the confines of the restaurant. It’s a great example of how a business can use a creative endeavour to extend the brand experience.

The Fat Duck