The secrets of: Secret Breakfast by Nespresso Vertuo

Secret Breakfast is a long-term concept created by Story together with Rebecca Brage in 2019 for our client Nespresso. The concept was formed to position Nespresso in a breakfast context, where filtered coffee and large coffee cups have been dominating. Secret Breakfast by Nespresso Vertuo became a natural way to start owning the morning and has also worked as a platform from which Nespresso can launch news, visible in creative settings.

Secret Breakfast by Nespresso Vertuo is run by our amazing ambassador Rebecca Brage, known as @stockholmfood, who invites selected guests to enjoy a unique breakfast experience. What makes the concept stand out is that the location and menu is secret up until an hour before the event when it is revealed to the guests.

Every location and menu are themed with the new Nespresso launch, in order to keep the suspension and always give our guests a new experience, even though the format now is well known. Three years in, we still receive great interest in the breakfasts and the results speak for themselves – this is a winning, long term concept we are really proud of.

So, what are the secrets behind Secret Breakfast by Nespresso Vertuo? We figured we’d ask Rebecca to share some of her insights, from her point of view being our long-term ambassador. Enjoy!

Hi Rebecca! So, three years in, what do you think are the major secrets to why the concept of Secret Breakfast is still relevant and interesting?

It feels great! And the thing is that the curiosity and interest just keeps increasing over time. After each live event, I get a lot of requests from other influencers who want an invite. I think the secret is that we are constantly trying to surpass ourselves with the choice of chef, venue and the feeling at the event. We create events that provide good content to those who come and that create a feeling that you want to be part of it. Another important detail is time. Don’t have events that are too long, most often you only have a maximum of one hour.

Since the pandemic hit, we changed focus and held the events digitally. What are your key learnings as an ambassador in order to maintain interest in the events?

It's fun that so many want to be part of the digital events as well. The number of RSVPs is always the same, even though we invite fewer guests for the digital events. For these events it has been important to offer a really luxurious breakfast, so you really get something out of the event. We were also among the first to have a live event, which then felt a bit exotic in the pandemic chaos. Another nice thing is that we have managed to create a wonderful cohesion among those who come, so many (incl. me) long to see each other and share a few words over breakfast.

Do you have any insider tips to brands that want to create a similar concept and build long lasting ambassadors?

A classic one but think outside the box. Create things that feel out of the ordinary and generous. Create a relationship with the guests.

Lastly, can you disclose a personal favorite of all the Secret Breakfasts we have been conducting together and why was it your favorite event?

Without doubt, I must say our latest live event. It was after the summer of 2020, a corona-adapted event. We were in the most beautiful garden at Södermalm that the majority did not even know about. Breakfast was served in a greenhouse that had grapes hanging from the ceiling and tomato plants along the glass walls. Adam / Albin was in charge of the food. It was such a magical September morning with crisp air and beautiful weather. We had all longed to see each other irl. That breakfast gets 10 out of 10. The next live event we do will top this one though, I'm sure.

Thanks!