Forget grabbing a rushed coffee on your way to work — London commuters are being invited to slow down for a very British breakfast this October, complete with free dippy eggs, sourdough soldiers and even roll-top baths.
St. Ewe Free Range Eggs is bringing its new For the Love of Egg campaign to life with a one-day Soak & Soldiers Café at Waterloo Station on Thursday 8 October.
Running from 6am until 12pm, the unusual breakfast pop-up will give commuters the chance to enjoy a complimentary breakfast before heading off to work, while also offering a rather unexpected place to sit: a collection of roll-top baths.
The experience will be located on Waterloo Station’s main concourse, beside platforms 9 and 10, making it particularly easy for commuters to stumble across while making their morning journey.
A Free Breakfast With a Difference
The Soak & Soldiers Café is designed around a simple idea from St. Ewe: good things are worth slowing down for.
For many commuters, breakfast can be little more than something grabbed between leaving home and catching a train. St. Ewe’s latest campaign aims to encourage people to take a moment to enjoy the small rituals that can make a morning feel a little better.
And what better ritual to focus on than the humble dippy egg?
Visitors to the Waterloo pop-up will be treated to St. Ewe Rich Yolk dippy eggs served with Jason’s Sourdough soldiers, with the unusual roll-top bath seating providing the centrepiece of the experience.
Yes, you read that correctly — you could be eating eggs and soldiers while sitting in a bathtub at Waterloo.
What Makes the Perfect Dippy Egg Soldier?
St. Ewe has teamed up with Jason’s Sourdough to create what it calls The Perfect Soldier Standard, dedicated to achieving the ideal piece of toast for dunking into a runny egg yolk.
According to the campaign, the perfect soldier starts with proper sourdough, toasted until crisp and lightly golden before being covered in creamy salted butter.
The toast should then be cut into evenly sized 2.5cm soldiers, creating what St. Ewe describes as the ideal yolk-to-toast ratio.
There is also an important structural requirement. Each soldier needs to be sturdy enough to survive repeated dipping without immediately snapping in half.
Because when you’re attempting to scoop up every last drop of that yolk, structural integrity matters.
Free St. Ewe Eggs to Take Home
The breakfast itself isn’t the only freebie available during the event.
Visitors will also be able to pick up free St. Ewe Rich Yolk eggs to take home, giving them the opportunity to recreate the breakfast experience themselves on the following day.
The takeaway eggs will be available while stocks last, so commuters wanting to grab a box shouldn’t leave it until the last minute.
The activation is also taking place just one day before World Egg Day on Friday 9 October, making the timing particularly appropriate for a campaign celebrating Britain’s love of eggs.
When Is the Soak & Soldiers Café?
If you’re heading through Waterloo on Thursday 8 October, here’s everything you need to know:
- Where: Waterloo Station main concourse, beside platforms 9 and 10
- When: Thursday 8 October
- Time: 6am–12pm
- Cost: Free
- What’s available: St. Ewe Rich Yolk dippy eggs, Jason’s Sourdough soldiers and free St. Ewe Rich Yolk eggs to take home, while stocks last
Whether you’re already a serious runny-yolk enthusiast or simply appreciate the prospect of a free breakfast during your commute, the Soak & Soldiers Café is certainly putting an unusual spin on the traditional London morning.
And if nothing else, it might give commuters a reason to slow down, put the phone away for a few minutes and enjoy the simple combination of eggs, toast and butter.
For more information, visit St. Ewe Free Range Eggs.
