3 agencies embrace The Drum’s coronation quiche challenge, but who won?
With Britain preparing to greet its new king, we pose a culinary quandary of a brief to three creative agencies. Their solution? Influencers, BeReal and Greggs.
Quiches like this one will soon be on plates across England / Unsplash
In 1953, as Britain prepared to embrace a new monarch, the chefs at Cordon Bleu were tasked with inventing a new dish for home cooks looking to bring the royal feasting into their dining rooms.
The result – coronation chicken – used a questionable combo of curry powder, cold chicken and cream – but ended up a sandwich shop staple and a culinary favorite over the remaining decades of the 20th century. But with new tastes taking hold, it’s safe to say that corrie chicken is probably on the wane as a menu staple. Into that void, Buckingham Palace released a new recipe for stay-at-home subjects: coronation quiche.
Vegetarian and cheap to make, the dish is designed to feed the masses (well, according to their recipe, six). But with an un-thrilling spinach filling, can it gain mass popularity?
To answer that question, we asked a bunch of creative agencies how, hypothetically, they’d make coronation quiche as popular as corrie chicken.
Krow cooks up ‘the CoroNation Quiche’
“We think it’d be great to see modern Britain reflected in this recipe. The British public’s tastes have evolved since the last Coronation and if the pandemic taught us anything about food it’s that people are good at adapting recipes to their own needs based on what ingredients they have access to, can afford or prefer.
“While the quiche recipe is ok, it’s missed an opportunity to be inclusive, so it’s no surprise that it’s divided opinion. Why does lard feature in an otherwise vegetarian recipe? We propose giving ownership of the quiche to the nation – The CoroNation Quiche.
“No matter who you are – needing to be frugal or wanting to be flavorful, you can give the quiche your own twist. We launch this with content creators and chefs from different backgrounds who create their own takes on the quiche, encouraging the public to get involved and share their own.
“This could also be an opportunity for brands to participate and further amplify the campaign. A commemorative book could house the stories, people and recipes marking the diverse tastes of the nation at this historic time.”
Recipe masterminds ‘Greggs x King Charles – a partnership fit for a king’
“When it comes to Gen Z they don’t much care for the King; in fact, they’re more likely than any other generation to want to abolish the monarchy. They feel like it’s elitist and has done little to help them. So when it comes to Coronation Quiche, it’s unlikely they’re going to buy it.
“Following the success of Gregg's partnership with Primark, what better way to show that King Charles is a man of the people with an exclusive partnership with Greggs. With more than 2,000 Greggs in the UK, it’s accessible, affordable and most importantly, full of delicious baked goods.
“The limited edition Official Greggs Coronation Quiche will be sold at an accessible £2. And to commemorate the Royal collaboration, we’ll sell tote bags, special edition coffee cups, caps and other limited edition paraphernalia.”
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“Britons are unlikely to love the Coronation Quiche on taste alone, but it could become a favorite if it leaves a legacy for the land.”
“It’s already a greener option to eat, and we will make it greener for the country too. Every time you buy one from a shop, 25% of the profits go to reforestation projects.”
“We know this is a subject close to the King’s heart (at the Platinum Jubilee, he said: ‘We must plant more trees in hedgerows, fields, churchyards and avenues.)’
“If you bake your own Coronation Quiche, give 25% of it to a neighbor or someone in need. Recipes could factor in the extra ingredients.
“We’ll collaborate with social platform BeReal and get UK quiche enthusiasts to upload Coronation Day selfies of themselves, (and their quiches). We’ll compile all of those little pieces of the day, to create one big slice of national life that records and celebrates this momentous occasion. Long live the Coronation Quiche.”
And if that's not enough, check out how brands are making the big day. For better, or worse.