LUCi was tasked with creating the world’s tallest tiramisu tower. Guests were encouraged to visit the restaurant via social media channels and newsletter, as well as top tier media being invited to visit to see the final preparations for the 2-meter tower. All guests that visited were gifted a free portion of tiramisu to enjoy.
In partnership with Secret London, posts went live on their Instagram account and details of the record attempt were included in their daily newsletter, alongside an organic website feature going live detailing the full activation. YOU Magazine also visited and created a Reel, encouraging followers to visit to see the tower and highlighting the exclusive discount code that was created for them. The tiramisu tower proved to be so popular, with guests continuing to visit for days afterwards, that a replica tower was created and installed over Easter Weekend too.
