How do you launch yet another Air Fryer to the UK market? With a campaign to save the full English breakfast from dying out of course!

To support the launch of Breville’s new innovative Halo Flexi Air Fryer, we launched Breville’s Greaseless Spoon café in central London to provide Brits with a healthier and easier English Breakfast.

We commissioned research that reveal the classic English Breakfast is dying out, especially amongst Gen Z, due to its greasiness, lengthy preparation time and high calorie content. Breville stepped in by taking over a classic greasy spoon and kitting out their kitchen with the new appliance to prove that you can still enjoy the iconic British meal, without compromising on taste!

The Greaseless Spoon opened for media, influencers, and consumers alike, and showcased how they can get their favourite brekkie for less calories, time, and hassle.

Open to media, influencers and Londoners, the Greaseless spoon generated headlines and trended on social, putting Breville’s new air fryer on the map.