Creative Approach to Community Ownership: Stories on Dishes

Customers at new London restaurant Dishoom Shoreditch can have their memories and stories baked onto plates, with a campaign by agency OgilvyOne. Dishoom, which is the third in a chain of restaurants, is modeled on the Irani cafes of Bombay. Opened early last century by Persian immigrants, there were almost 400 at their peak in the 1960s, but now fewer than30 remain. In the old cafes, food and stories were shared around the table.