Taste of Sweden on Ponsonby Rd

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Spark PR & Activate have brought summer back to Auckland, working with Rekorderlig Cider to open the city’s only Swedish bar, Kapell on Ponsonby Road.

In just 12 hours, they transformed Chapel Bar & Bistro, one of Auckland’s most iconic bars, into summer-themed Kapell – the Swedish translation of Chapel. Kapell is open until this Sunday (17 May) to celebrate the start of Sweden’s summer.

Everything you see and taste at Kapell Bar is inspired by Rekorderlig’s homeland – Sweden.  Chapel Bar’s chef, Tom Williamson, has created a limited-edition Swedish-inspired menu, and every visitor has the chance to win Swedish spot prizes thanks to Rekorderlig.

Emma Rock, Rekorderlig Cider Brand Manager, said Kapell Bar is a chance to celebrate Rekorderlig’s Swedish heritage by “bringing a slice of Scandinavia to the city”.

“We’re excited to bring this ‘Beautifully Swedish’ experience to Auckland. Sweden is renowned for luxe interiors, simple design and friendly hospitality, so we wanted to recreate this for Kiwis.  We’re delighted with the stunning result, and we were really impressed by PHD Group’s strategic thinking and creative execution.”

Kapell Bar is part of a broader integrated campaign, developed by the team at PHD Group, and is the culmination of a series of Auckland-based activations that created ‘Beautifully Swedish moments in everyday life’ by sharing Swedish stories and traditions.

The activations, rolled out by Spark PR & Activate, pay homage to Swedish folklore and culture: offering free Swedish-style cycle rides in the city; giving workers ‘Fika moments’ (free sweet treats on their coffee break); handing out Swedish folklore flowers to passers-by to pop under their pillow to find love; and leaving fairy-light wreaths in popular Auckland bars to tell the story of Sweden’s Saint Lucia – the Bearer of Light.

Kristy Mayo, Spark PR & Activate Client Services Director, said: “At the heart of Rekorderlig is its Swedish heritage; our ‘Connected Specialists’ across PHD Group worked together to develop the overarching campaign direction, which literally brought to life the brand’s Beautifully Swedish proposition in a completely fresh way that got the right people talking.”

PHD Group’s Connected Specialists model sees account teams connecting with dedicated best-in-class experts across media, digital, content, PR & activation, strategy, mobile and data. The group – comprising Spark PHD, PHDIQ and Spark PR & Activate – is a multi-award-winning team with proven expertise in meeting the business needs of a wide range of local and international brands.


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