The campaign, which includes a London pop-up restaurant, wants to bring more tourists to Canada

People who have tried and loved poutine probably hold it as reason enough to visit Canada. This is the idea behind Poutinerie, Air Canada’s latest pop-up in the U.K. in collaboration with J. Walter Thompson. Londoners were treated to a new way of enjoying their “chips”—on a bed of gravy, with melting cheese and other treats.

The menu doesn’t disappoint. Along with traditional flavors are daring options with kimchi, pork cuts and even confit d’canard, named after Air Canada’s flight destinations. To showcase the unique seafood Canada has to offer, premium versions with shellfish and Canadian crab may be enjoyed in the small bar.

Of course, there’s also a VR experience that simulates a Canadian environment to let hungry diners enjoy their food in the right atmosphere.

Air Canada | J. Walter Thompson

People who have tried and loved poutine probably hold it as reason enough to visit Canada. This is the idea behind Poutinerie, Air Canada’s latest pop-up in the U.K. in collaboration with J. Walter Thompson. Londoners were treated to a new way of enjoying their “chips”—on a bed of gravy, with melting cheese and other treats.

The menu doesn’t disappoint. Along with traditional flavors are daring options with kimchi, pork cuts and even confit d’canard, named after Air Canada’s flight destinations. To showcase the unique seafood Canada has to offer, premium versions with shellfish and Canadian crab may be enjoyed in the small bar.