Blank Street powered up London’s Bank Holiday adventures with matcha on the move, to mark their summer campaign. With the number of cyclists in the city soaring in the summer months, the cult brand tackled the issue of hydrating on the go with London’s first Cycle-Thru Matcha Bar, popping up in Clapham Common.
The Cycle-Thru served free iced matchas to cyclists (and skaters, scooters and walkers too) without needing to leave their bikes. The brand also partnered with Forest, who gave out free 30 minute cycle passes for Londoners wanting to try the Cycle-Thru on two wheels.
The activation was a celebration of summer in the city rituals – part of the brand’s summer campaign, Can’t Resist the Day – and followed in the footsteps of their Blank Street Padel Club pop-up at Battersea Power Station.
The insights:
● The Forest had seen a +50% increase of rides across London in summer (May-Aug) vs the colder months, and +30% specifically in Clapham.
The results:
● Blank Street handed out 4000+ iced matchas and 1200 free cup holders to Cycle-Thru customers over the weekend.
● The Cycle-Thru generated 200+ social tags across TikTok and Instagram.
Claudia Winter, Marketing Director at Blank Street, said:
“This summer, we have been celebrating the rituals that mean the most to our customers with our campaign Can’t Resist the Day. We always base our campaigns on the trends that we already see our customers hopping on to, so knowing that Summer sees a surge in cyclists taking to the streets, and that our matcha drinks are still incredibly fast growing , we wanted to create a 360 experience to bring the campaign to life – and the Blank Street Cycle-Thru Matcha Bar was born.
Blank Street is more than just a quick grab and go, so the Cycle-Thru was a chance for us to connect with our customers outside of our usual brick & mortar stores, and we loved hosting the thousands of matcha and cycle fans who joined us across the weekend.”
