Sharing what we learned while wheat pasting around Austin during SXSW.
The two-week South by Southwest festival that takes place in the heart of our HQ city is nothing new, but in years past we noticed attendees seemed to stick to the same few chain restaurants located around the majority of the events. To change that, we took it upon ourselves to spread the word about Austin’s world-class restaurants and chefs—many of whom we’re honored to call our customers—with a mad dash wheat paste campaign all over the city.
To hang a poster in a public space (and avoid getting arrested for vandalism), it needs to be easily removable. To catch people’s attention in the short window it’s up, it needs to be striking. Wheatpaste, a glue-like adhesive made from flour and water, is an easy way to take care of the former. With another SXSW in the books, the chefs featured on our posters tell us we accomplished the latter. (Please do not eat this).
Sharing what we learned while wheat pasting around Austin during SXSW.
Team Made In
In a Stock Pot, bring water to a boil.
In a separate bowl, whisk flour with cold water. The volume of water will be determined by how much wheatpaste you’re making—add water gradually, just until a wet, lump-free consistency has been achieved.
Add flour-water mixture to boiling water and turn heat to low.
Stir mixture continuously until a paste-like consistency has formed, about 15 to 20 minutes.
Remove mixture from heat, continuing to stir for 5 to 10 minutes.
Let mixture completely cool before use.
