To celebrate the diverse benefits of trees, and Treedom’s work with global farming communities, via a unique brand awareness event targeted at eco-conscious foodies. 

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Our research revealed that one in five people in Britain were planning to commit sustainability resolutions, with a particular focus on food. We matched Treedom with Plates London to create a world-first “tree-course” menu made entirely from edible parts of trees (including nuts).

Since people eat with their eyes , we invested in photography to create social media assets for owned and partner channels, in support of our announcement. Influencers and social media editors were invited to an exclusive lunch preview, driving buzz amongst the foodie community on Instagram and TikTok ahead of the main evening event. London diners were then prompted to book into one of two evening seatings - which subsequently sold out.

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Nut successfully cracked.