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As the saying goes, “there is no such thing as a free lunch”, but it may be easier to get one if you are young, fashionable and live in a capital city.

Attendees at last autumn’s London Fashion Week didn’t have to worry about their snacking needs.

Outside the main venue in Brewer Street, Soho, a team of workers from upmarket UK popcorn brand Propercorn were there every day to hand out free packets.

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In total they gave away some 30,000 samples, in what was the 10th time in a row they have been generous at the biannual event.

For Propercorn the giveaway is part of a strategy that also sees it offer free packets at arts events in the UK capital, such as Late at the Tate Britain, when the art museum opens its doors at night and puts on a music concert.

It is a deliberate move by the company to target the so-called trendsetters and influencers, in the hope that they will speak positively about the product, giving it a word-of-mouth buzz.

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