To promote the versatility of Alaska seafood and to establish it as a trendy, innovative ingredient for modern gastronomy, mk² opened a temporary pop-up restaurant in Cologne featuring seafood from Alaska. For two weeks, the popular concept restaurant “Laden Ein” was taken over by Alaska seafood branding, imagery, and specially invited guests. The mk² culinary team prepared recipes tailored to this trendsetting venue, focusing on premium and healthy take-away dishes. The menu included wild Alaska pollock burgers, fish & chips and Alaska smoked salmon tapas.
During the promotional period, more than 5,000 dishes were served, introducing new consumers to the diversity of seafood from Alaska. The Alaska pop-up was one of the most successful concepts “Laden Ein” ran the entire year, generating sales value of USD $60,000. The promotion garnered significant earned media for the brand, valued at more than half a million dollars.