Spoon held a 3 day breakfast festival in Protein studios, Shoreditch, London. We worked with a PR agency organising a media drop to journalists and bloggers. We had to think of a fun, engaging and memorable 'thing' to send with the samples and an invitation. There were suggestions to send a spoon, but we thought it's a little 'lame'. Also, from working as a journalist, I know that nobody really reads Press Releases (they are on top of the most boring stuff I've ever read list, and I once had to read the bible in french, even though I can't speak it). So not to bore journalists, we created a magazine filled with stories about Spoon's community, people they collaborate with & their business philosophy. It worked really well. Not only they got lots of press attention, they stroke a chord and made people love the brand. ...That's because the people behind the brand, Annie & Jonny, put community and quality at the heart of their work - I only told their stories.