We spoke with one of the five founders, Brini, about their adventures with food and creative content production.
Delicious treats, creative delicacies, colorful events and the warmest staff… all in all, Sweet Sneak is a treasure trove of culinary goodness as well as multi-media production and content creation. Their five female founders, Antje, Brini, Katrin, Martje and Theresa combined their knowledge and expertise to grow their own unique concept and provide positive experiences for people – not just those who consume their food, but also helping develop creative solutions and branding for fellow businesses.
Catch our conversation with Brini, one of the original crew and an inspiring creator who has passion coming out of her ears. We spoke about the initial stages of Sweet Sneak, the trick with content creation and the best meal she ever had.
First, can you tell us a bit about your background? What brought you to where you are today?
We all met at Copenhagen Business School six years ago, when we just had started our Masters in Management of Creative Business Processes. We, that is Antje, Brini, Katrin, Martje and Theresa, quickly found out that we all shared a passion for food (cakes in specific!) and had a dream of opening a café. As students, we neither had the money nor the time to run an actual café, so we decided to start a pop-up bakery instead – a café that only exists for one day in ever changing locations all around Copenhagen. With this concept, we didn’t have to invest in a fixed location and could pop up with our cakes wherever we thought it was most fun.
Throughout two years, we invaded all kinds of places – playgrounds, breweries, art galleries, festivals, beaches… we even popped up in a train (thanks DSB!). At some point, we were getting approached by a growing number of companies to arrange these “food experiences” for their company events. We had also helped a few restaurants with events and quickly found out that we could add a lot of value with our business and marketing backgrounds.
While the pop-ups were pretty much just our playground, contrasting the theoretical business studies, we then saw some potential in expanding the “fun project” into a business. And so in 2015, we eventually registered Sweet Sneak Studio as a real company. Today, we are a full-service food studio, creating event concepts, mouthwatering branding as well as communication strategies and visual content. Every now and then, you can also still find us with our pop-ups out there.
What was it like, getting it all off the ground – was it a bit daunting at first? How did you deal with any challenges?
Honestly, when we first started Sweet Sneak Pop-Up Bakery six years ago, we never thought of that we would get to where we are today. Everything evolved quite naturally, one step after another. And yes, of course, there were a lot of challenges along the way. What to focus on? How to use our limited time resources best and finding the value of our work. It hasn’t always been easy to explain what a “food experience” is as opposed to standard catering for events. Also, the transformation from pop-up bakery to creative studio with agency services required a lot of communication efforts. From our pop-up bakery times, we have quite a solid followship on social media so we use those channels a lot for talking about our work.
Not only do you provide tasty treats and delicious food experiences, you also deal with creative communication, content and branding. Can you explain a little bit about these other adventures?
Communication and the visual expression have both been essential in growing our very own pop-up bakery project. Since we didn’t have a fixed location, we had to spend a lot of effort on PR and communication so people could find us for the next edition.
Also, the nature of a pop-up suggests that pop-ups happen in time intervals. We had to keep our crowd on social media active in between the events and therefore had to feed them with mouthwatering pictures, recipes and sneak peeks to make sure they would be there when we revealed the next pop-up. Through that, we got a lot of hands-on training and valuable experience within branding, communication and content creation. Offering those services to other food companies and gastronomy later through the studio made sense, as this is the perfect area where we can also bring in our business and design backgrounds.
How do you bring creativity to food?
We see food not just as nutrition, but as a powerful tool to bring people together and create experiences that last. How about designing food that resembles a brand or a product and lets people not just perceive the brand visually, but also smell it and taste it? So many memories and emotions are connected to food – that makes it so exciting to work with.
What’s your favorite part about working for Sweet Sneak?
Sweet Sneak gives us space to try out a lot of different things and also develop projects that are not necessarily commercial but important to us personally. Like The Waste Series: an image series of everyday meals, photographed in the packaging waste of all ingredients used to prepare the respective dishes. We feel very lucky about having Sweet Sneak as a platform for all of this.
What inspires you about food?
Food is something everyone has a relationship to. Each and every person has to think of food several times a day. Also, taste and smell go deepest into the memory storage of our brains. And oh, all the emotions and feelings connected to food really makes it the best material to work with.
Best meal you ever had?
Probably one of our favorite dinners we had so far was the Monochrome Dinner in collaboration with Sindroms Magazine for the launch of their yellow issue. The menu was designed by our good friend and partner in crime, Antje De Vries (of foodanjoy.com) and resembled the positivity and versatility of the color yellow, adding elements from sour to sweet, bitter to salty, tickling, electrifying, sunrise to sunset.
Do you feel that your food (or your brand or business as a whole) tells a story? If so, what would it be? A romance? A comedy? Thriller? Tragedy?
It would be an entertaining story about five friends on a fun road trip (in a yellow car!) with a few classically dramatic moments, flat tires in the des(s)ert (is that an acceptable pun?), but good vibes, happy drinks and a solid playlist on the car radio all the way.
What’s next for you? Any personal or business-related goals coming up?
As we are all originally from Germany and Austria, we are very much interested in doing more projects in our home countries!