To create an exclusive sensory experience for influencers, brand representatives, and competition winners, we partnered with Val Morgan and BuzzFeed to design an activation for Castello Cheese and Tasty Oz Cheeses.
The brief was to go beyond a traditional tasting, to craft a memorable brand experience that would heighten the senses, surprise guests, and connect them emotionally to the product.
We designed and produced “Dining in the Dark”, a one-of-a-kind sensory dining event where guests explored flavour, aroma, and texture without sight. Each menu was specially curated to hero Castello and Tasty cheeses, while branded entrances, custom-designed eye masks, and surprise gift moments reinforced the brand story at every touchpoint.
The result was an unforgettable night of sensory discovery that left guests talking long after the lights came on. Attendance reached full capacity, with over 70 media, influencer, and brand guests taking part across multiple sittings.
The activation exceeded targeted social impressions and featured coverage across BuzzFeed and Val Morgan channels, amplifying brand awareness and creating authentic consumer engagement.
By transforming a simple tasting into a fully immersive experience, Unbelievable Group elevated Castello’s positioning as a premium, creative, and conversation-worthy cheese brand, delivering strong brand recall, media reach, and a genuine taste of the extraordinary.
“You thought of all the details lots of small details … the night ran so smoothly and perfectly. Everyone genuinely enjoyed themselves.“ Val Morgan / Buzz Feed
