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 so celebrate this idea, OgilvyOne found 80 traditional stories from the older generation of Bombay and baked the words onto plates used at the restaurant. Customers are then invited to submit their own stories and memories via a website. Plates are displayed in an online gallery and the best will be chosen and baked onto plates to be used in the restaurant.