ALPRO
Proud Robinson + Partners
When Alpro’s Cinnamon Roll Barista started blowing up on TikTok, Freuds together with Proud Robinson + Partners moved fast by tracking the trend, seizing the opportunity and turning it into a real-world moment with The House of Cinnamon Roll in Shoreditch.For three days, cinnamon lovers stepped into an autumn-ready escape: a cinnamon-roll sofa, photo booth, engraving station and a coffee bar serving Alpro’s seasonal hero. By night, it shifted into a cosy hangout with DJs and espresso martinis.Ahead of launch, cinnamon-themed gifting sparked early buzz across national culture and lifestyle titles, while more than 60 creators, including Lottie Tomlinson and Emily Roz, kept the moment alive across social.By bringing the brand to life through experience, a viral flavour became a seasonal staple people could cosy up to and enjoy. 
