KeWPIE mayonnaise | Kewpie Konbini | London

- Experiential Marketing
- Pop-Up Shop
Covent Garden, London
Creative Concept | Design | Creative Production | Event Management

Brief.

Kewpie approached us with a simple but powerful challenge: introduce London to the ingredient behind one of Japan's most iconic dishes. The Tamago Sando had already found fans across the UK food scene, but the mayonnaise that defines it remained largely unknown to British consumers.

The objective was clear: put KEWPIE MAYONNAISE, made predominantly with egg yolks and the brand's proprietary vinegars, at the centre of the conversation. With over 100 years of heritage and a cult following among chefs, the brand didn't need reinventing; it needed the right stage. We needed an activation that appeared authentically Japanese, was built to discover and share, and landed somewhere London's food lovers couldn't miss it.

Solution.

We brought the brand to life in Covent Garden Piazza through the KEWPIE KONBINI, a Japanese convenience-store-inspired pop-up designed to celebrate the Tamago Sando and introduce Londoners to KEWPIE's signature egg-yolk-based mayonnaise.

Every detail was built for engagement and discovery. Visitors sampled the KEWPIE MAYONNAISE Tamago Sando, collected a limited-edition "Mayozine," entered prize draws, and picked up branded merchandise, all placed against a joyfully designed space built for photo moments at every turn.

The activation was anchored by "KEWPIE IT.," a new brand platform inviting home cooks to elevate everyday meals, sandwiches, salads, burgers, bowls all with one simple squeeze. On-site, General Manager Satoshi Wakatsuki reinforced the message: the Tamago Sando is beautifully simple, and one small squeeze can transform it into something extraordinary.