A seven-course gourmet menu, made possible with Tetra Pak

Tetra Pak had a service with real potential: product innovation and prototyping at its Customer Innovation Centres, capable of both building innovation equity for the brand and bringing in business from growth categories.

The challenge was that a technical service like this is invisible until you make it tangible. Showing conference room collaboration and stainless steel equipment is not particularly inspiring — no matter how inspiring the room or the machinery.

So rather than showing what the service could do, the concept set out to demonstrate that anything is possible when you work with Tetra Pak.

Starting from the company's belief that food should be available to everyone, we asked: is great food only for the selected few? Does it have to be made of the most exclusive ingredients? Does it have to be eaten in a fancy restaurant?

The answer was a seven-course Michelin-standard menu, developed with a customer, produced and packaged with Tetra Pak.

Beetroot and carrot shot with lemon zest and aji charapita. Fennel-infused asparagus with pistachio and balsamico cream. Green pea terrine with yuzu. Saffron risotto with black truffle and forest mushroom. Browned butter ice cream with walnuts and frozen horseradish.

Seven courses, seven packages. Sustainable ingredients, inexpensive ones, and packaging that holds them for months. Fine dining, democratised, and every course a demonstration of what the service can actually do.

A film would have demonstrated the experience: sourcing the ingredients, developing the menu with the customer, the product development process, bringing it to market, through to seven finished courses on a table.

The concept wasn't produced, but it shaped the customer presentation materials used to launch the service. Inbound meeting requests rose, and the pipeline opened into categories Tetra Pak had never been considered for, including new food and protein.