The opportunity
Engaging the 'convenience-first' generation.
Taster is a restaurant group built for the modern diner, serving seven cities across Europe. The challenge was to launch the brand in the UK by speaking to an audience that values convenience without compromise.
For 18–24-year-olds, food isn't just about fuel; it’s about what’s easy, what’s viral, and what fits their lifestyle. We were tasked with ideating and delivering a launch strategy in the UK that would increase brand relevance and accelerate conversions in a market where "fast" is the baseline, but "cool and convenient" is the winner.
Our solution
Meeting youth culture where it thrives.
We knew that to win the convenience battle, we showed up in the middle of the cultural conversation, blending long-term partnerships with rapid-response creativity.
Strategic Foundations: We built the digital DNA for five Taster brands, creating tone-of-voice guidelines and content calendars that streamlined the path from "discovery to dinner."
The Time Out Partnership: I negotiated and executed Taster’s first-ever digital media partnership with Time Out. By collaborating with editorial teams in London and Paris, we positioned Taster as the essential convenience choice for urban dwellers.
Real-Time Cultural Activation (Squid Game): To capitalize on the viral explosion of Squid Game Season 1, we launched a high-speed social competition and promotion. We gave customers the chance to win the iconic "Squid Game cookie" (Dalgona) with every order over £20. By including the themed biscuit in the delivery bag, we turned a digital trend into a physical, shareable brand moment.
Influencer Amplification: We partnered with creators like Kate Ovens and The Little London Vegan to showcase the "Squid Game" experience, driving massive engagement and proving that Taster moves at the speed of culture.
European-Wide Direction: I led a digital and print Out-of-Home (OOH) campaign across London, Paris, and Madrid, ensuring the brand’s message was unmissable on the street and on the screen.
This campaign combined strategic planning, creative direction, and partnership management to deliver measurable impact and establish Taster as a dynamic player in the food-tech space.
The results
Speed, Scale, and Sales. By combining strategic planning with hands-on creative direction, we established Taster as a dominant player in the food-tech space.
Quantifiable Growth: The integrated OOH and digital strategy resulted in a 30% uplift in sales across key European markets.
Cultural "Stickiness": The Squid Game activation proved Taster could react in real-time to what their audience was watching, resulting in a spike in brand affinity and social mentions.
Market Entry: We successfully transitioned Taster from a new entry to the top-of-mind choice for the convenience-first generation.
