Krug Encounters 2018: Tracks on Tracks


Mission work with Krug to engage a younger, experience-driven audience with a Champagne Brand whose loyalists are more wine connoisseurs than refined maverick.

Maintaining momentum from 2016 and 2017, in 2018 Mission implemented the third UK activation in the Krug Encounters series.

Continuing to use music, Krug and food as the backbone of the campaign, we saw the legacy continue through a new creative concept.

Guests boarded a four-carriage luxury train from London, across the English countryside, to three private railway platforms where they were wowed by the three musical talents curated by Krug Conductor, Jools Holland. As the train cut across the English countryside Head Chef at Soho’s Evelyn’s table, Luke Robinson personally prepared dishes to be paired and enjoyed with the 166ème Édition of Krug Grande Cuvée. The day culminated in an unexpected live performance from Jools himself on his piano with soul sensation, Ruby Turner.

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