Alpro's House of Cinnamon Roll

Client: Danone UK&I

Alpro’s House of Cinnamon Roll was a three-day, flavour-first cultural destination designed to turn the UK’s cinnamon roll obsession into an unmissable earned-first brand moment. Born from the virality of Alpro’s limited-edition Cinnamon Roll flavour plant based drink – a product so loved it kept selling out – the experience transformed online excitement into a social-led, world-building activation.

Capitalising on the unprecedented love for Alpro's latest flavour drop, we created a cinnamon hotspot in the heart of Shoreditch: part coffee shop, part lifestyle store, part cocktail bar – entirely dedicated to one flavour. Cinnamon-roll. The coffee bar served creator inspired drinks, cinnamon-roll pastries and cinnamon-roll espresso martinis. Our merch studio transformed everyday items into candles, cups, stickers, jumpers and more. Every touchpoint was designed to heighten desire, spark conversation and fuel FOAMO, turning a flavour crush into a cultural craving. The demand was unreal – merch items became instant hot property, with pieces sought after on resell sites. And whilst it poured with rain, footfall never faltered. Built as an earned-first content studio, House of Cinnamon Roll became a magnet for influencers, superfans and passers-by. A photobooth, live DJ sets, cocktail masterclasses and surprise giveaways generated a national wave of organic UGC and earned media that stretched well beyond East London. The result: a food experience that didn’t just showcase a product – but culturalised it. Part of a wider integrated campaign, House of Cinnamon Roll drove trial, talkability and sales, placing Alpro firmly at the centre of the conversation.