Tiffany & Co. has partnered with local bakery brand Tiong Bahru Bakery to make Breakfast at Tiffany ’ s a reality. The partnership saw the jeweller setting up a booth outside ION Orchard which gives out free coffee and croissants. This is provided visitors post a picture of the coffee cart with hashtags such as #tiffanypaperflowers and #tiongbahrubakery.
This allows interested parties to recreate their own iconic Audrey Hepburn moment in the movie Breakfast at Tiffany’s by having breakfast while peering into a Tiffany’s boutique. In addition, the campaign also saw Tiffany & Co. taking over Tiong Bahru Bakery’s flagship outlet in Eng Hoon Street, painting the outlet in its signature Robin egg blue colour. iris Singapore was involved in the campaign.
All creative was done in-house by Tiffany with local activation support from iris Singapore and Adagio Events. The campaign also runs across print, cinema, online, events PR, partnerships and social.
The stunt was conceptualised to promote the Tiffany’s Paper Flowers of collection which is soon to be launching in September. According to Channel NewsAsia , the New York launch of the campaign also bore a similar strategy through takeovers in the New York subways and bodegas.
For the case of Singapore, the brand decided to do a takeover of a neighbourhood – Tiong Bahru, which a Tiffany spokesperson said was a famous neighbourhood, the report added. As for the coffee cart, ION Orchard was selected for its vicinity to one of the jeweller’s stores, and also its perception as one of the corners of the Orchard Road shopping district.
