Citroën – Delicious by DS5

June 22, 2012
Performance Comms

The Challenge:

  • Launch Citroën’s new flagship model, DS5, beyond the vertical motoring media and encourage test drives
  • Establish DS5 as a genuine alternative in the executive market
  • Bring to life the model’s strap line:  ‘The refined, redefined’

Fan Insight

  • ‘Gastro-sexuals’ identified as target audience for the DS5
  • Foodies love nothing better than making gastro ‘discoveries’ and sharing amongst their peers
  • Food bloggers exert huge influence over this community

Creative Solution


  • Masterchef winner Tim Anderson recruited to create a DS5 inspired pop-up restaurant
  • £5 menu developed based upon the 5 senses, with all proceeds going to FareShare, a food poverty charity
  • As media preview, a ‘foodie’ treasure hunt invited journalists to drive the DS5 to forage for ingredients and then cook with Tim Positive reviews directed public to a DS5 Facebook tab to enter the ballot for a table at the restaurant, installed for four days within a ‘blank canvas’ warehouse in Shoreditch

The Results

  • Delicious by DS5 was voted ‘Best Hospitality Experience’ at the 2012 Eventia Awards, beating Wimbledon and Ascot


Tags: Citroen, ds,

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