Jaffles from Heaven – A delicious take on Guerrilla Marketing
Three local Melbourne lads; Adam, David & Huw have taken their Jafflechute idea to the US, via some crowd funding on Pozzible. A couple of Thursdays ago a crowd of hip New Yorkers met in Greenpoint to see what the whole Jaffle buzz thing was about.
Grilled cheese sandwiches might be hugely popular in the States, but the Australian spin of calling them ‘jaffles’ and serving them via parachute in mysterious locations is creating something of a stir. Launched by Melbourne-based Jafflechutes, the worlds first float-down eatery – coined a ‘Floateria’ is a Gravity Controlled Melted Cheese Delivery mechanism. To participate, punters pre-pay with PayPal and stand on an ‘X’ taped onto the street at a mystery location announced shortly before serving time. At feeding time, jaffles come floating down from the heavens, wrapped to keep them safe and warm in flight and labeled to make sure the right jaffle gets into the right hands.
The Jafflechute guys once again demonstrate that the magic required to break into new markets and to create new categories with the emotive force to grow loyal, social and buzz-spreading communities does not require huge budgets – just a healthy supply of creativity and ingenuity. We look forward to watching these guys to see how they bridge from exciting start-up brand with plenty of buzz, to paying the bills and scaling the idea.
Pics from Jafflechutes