Marketing that interrupts our lives is becoming a thorny issue for brands and consumers alike, and it's a brave piece of direct activity that sets out to do something as ambitious as delivering an actual breakfast to business targets during their working day. Start thinking about what might go wrong and it's tempting for those responsible to say 'no'. Fortunately, Eurostar did not do so.
It recently delivered the new Express Breakfast to select Business Premier travellers as part of a raft of changes that place the brand ahead of the game in short-haul travel. My breakfast was beautifully packaged and perfectly chilled. But, most of all, from the smart simplicity of the china crockery to the fresh brioche and chilled fruit salad, my breakfast replicated the ones now being served in Business Premier on all trains travelling between London, Paris, Brussels and Lille. In an age when more and more offerings seem to be in breach of some form of Trade Descriptions Act, this came as a welcome surprise.
This is an example of fresh thinking at its best. I still feel good about that blue box and about Eurostar. I just don't feel so great knowing that I don't currently have the time to enjoy that breakfast while travelling at 300km/h on my way to Paris.
Mailing: In-house.
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