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Now this is what I call a promotional campaign with taste. And it’s exactly, exactly, the sort of thing that airports should be doing to promote their country’s culture, crafts or traditions.
Passengers flying through Heathrow Airport are to be treated to what we are promised will be the ‘best bites of Britain’, to mark the airport’s first British Food Fortnight.
The idea is simple but brilliant. From 26 August to 12 September, more than 20 airport restaurants, bars and cafés will be offering some of the nation’s favourite treats and tipples to provide passengers with “a quintessential taste of Britain”.
[Eton Mess – if you’re French, look away now]
Gordon Ramsay Plane Food in Terminal 5 is launching a limited edition three-course menu featuring beetroot and English goat’s curd; Terminal 4’s London-themed Dining Street Restaurant will offer passengers treats such as Jam Roly-Poly Pudding, Kentish Crumble and Eton Mess (if you’re French, look away now….).
Caviar House & Prunier Seafood Bar (Terminals 1, 3, 4 and 5) and the brilliantly named (and brilliant in our opinion) Rhubarb Food Bar (Terminal 3) will serve the great British institution of Afternoon Tea, complete with hand-cut sandwiches, warm scones and traditional leaf tea.
The Harlequin will offer Great British pints of ale, including the superb Theakston’s Old Peculier, as well as Young’s Waggle Dance and Bishop’s Finger.
Heathrow Head of Category for Food and Beverage Chris Annetts said the event will become an annual celebration and so it should.
I often think that the Heathrow Terminal 5 developers missed a trick in not making this superb facility more London or UK-centric. Well in the run-up to the 2012 Olympics it’s great to see the airport’s commercial team putting a national flavour, literally and metaphorically, into the offer.
I’ll be reporting live from Heathrow next week on the experience. With all those scones and Roly-Poly Puddings about, it just may rank as my crumbiest story of all time…
[Jam Roly-Poly Pudding]