Next Project
To build on the success of 2023, we elevated Regent Street and St James’s as a must-visit culinary destination through a vibrant, sustainability-led food festival—showcasing world-class experiences, neighbourhood discovery, and a commitment to innovation.
Following a successful 2023 event, the objective was to reinforce Regent Street and St James’s as leading food and drink destinations. The campaign also needed to drive ticket sales, amplify destination appeal, and reflect The Crown Estate’s ongoing dedication to sustainability and innovation in the food space.
Today’s food lovers are looking for more than great meals—they want immersive, sensorial experiences that align with their values. Sustainability, locality, and creativity are key decision drivers. The opportunity was to position the festival as both a cultural highlight and a platform for conscious culinary discovery.
We created an experience-led campaign that invited Londoners and visitors alike to explore the taste of tomorrow—pairing sustainable food leadership with the rich variety of Regent Street and St James’s. Earned media celebrated the standout programme of workshops, feasts, expert talks and the immersive Discovery Zone through listings, entertainment press, and talent interviews. Sustainable food creators shared the experience with engaged audiences, while owned channels delivered real-time content—voxpops, chef interviews, and editorial features through a dedicated website hub, social media, and newsletters. Paid assets spotlighted the neighbourhood’s unique blend of retailers and restaurants, while a strategic paid media campaign across Meta, TikTok, YouTube, and curated publisher partnerships drove both discovery and direct ticket sales.
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