Permission to Play: How Hey Caviar Makes the Gift of Giving Caviar Both Fun and Affordable
Once thought to be exclusively for those who have nothing else to spend their money on, today Hey Caviar makes it possible to buy caviar as a gift or as a much-deserved treat without breaking the bank.
Caviar is often associated with luxury and lavish dining, making it feel out of reach for everyday people who are interested in the experience but cannot afford to spend $300 on a gram of roe. Even during the holiday season, the price of quality caviar can put people off from gifting it to others or treating themselves.
This Christmas, Hey Caviar aims to change that through their Alibi Set, a $250 holiday gift set featuring four ounces of premium Grade A Kaluga caviar, two mother-of-pearl spoons, two adhesive mustaches (an icon for the brand) and a keepsake box.
Hey Caviar is able to make their quality products affordable because their distributor is a partner in the business. The four ounces that come with the Alibi Set gives buyers a clear sense of the quantity they are getting to serve or share. As is the case with all of the company’s products, the Alibi Set also includes free shipping.
This gift set leads the way for Hey Caviar’s Christmas campaign, which consists of two unique yet complementary angles: buy for others, but don’t be afraid to buy for yourself either.
Versatility in caviar
When it comes to gifting caviar, the company encourages people to “[not] be a Scrooge” and to “bring the big jar,” whether that be at a party, as a Christmas present or as a generous offering for one’s own guests.
At the same time, everyone deserves to treat themselves every now and again, and what better time is there to take a break than during the cheerful-yet-surprisingly-stressful holiday season? Hey Caviar sees the Alibi Set as just the treat for the occasion, asking customers to “consider us your emotional support caviar.”
A broader purpose
Hey Caviar’s greater mission is to give people Permission to Play. In other words, they want people to enjoy something extravagant without feeling they need the right pedigree, occasion or serving ritual.
Rather than thinking they need to have caviar served on a silver cloche, people should have the freedom to do as they please with their caviar; whether that means putting it on potato chips, spooning it over pasta or enjoying it in sweatpants is up to the customer. The experience should always feel welcoming, generous and fun.
The company’s playful attitude stems in part from its co-founder, creative director and CMO, Sam Jones. She currently leads the brand’s creative world, including Thorndyke, a self-aware aristocrat, and his Sasquatch neighbor, Nanette, who has had enough of him. The characters, campaigns and playful packaging give people ways to enjoy the brand before they ever taste the caviar.
Prices and availability are accurate as of the time of publication and are subject to change without notice. Please check the retailer’s website for the most up-to-date pricing information.
