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Food at events isn’t new, but brands are stepping up their game. From Hermès’ miniature New York skyline dinner to Loewe’s scent-inspired ice cream, food is becoming the centrepiece of brand experiences and activations. Here’s who’s doing it well, why it’s happening now, and how we’ve been putting food at the heart of the story for years.

Most brands have a deck full of messages: pillars, values, propositions which are delivered on a screen to a room that's half-checking emails (we've all been there) We’d rather put them on a plate. Think experiential catering, where the food tells the story instead of just feeding the room. Start with the story, not the menu For their 2026 Impact Forum, TripleLift came to us with four commercial pillars: creative, curation, audience and measurement. They were a solid jump-off

It's July. In a heatwave. Nobody wants to think about Christmas Parties yet - but here we are. Every year, brands & clients ask us the same question: "What can we do this Christmas that we haven't done before?" The honest answer is: it depends on how far you want to take the story. Not every brand needs a built world. Some need a beautifully told moment. Here's how we scale it. 1. Styled - the story unfolds at the table. Sometimes the room does the work. With Matthew Bourne'

How we designed shareable food moments for Daredevil, Minions & Monsters and Dinecraft - three influencer activations built to travel on their own.

What's possible when a professional services brand decides to trust the power of experience over the comfort of convention.

Money can buy a reservation at any restaurant in the world. But it can't buy the feeling of sitting inside a story that was designed specifically for the people in the room. That's the gap that no number of Michelin stars can close - and it's the gap that the best incentive programmes are finally starting to address. Is the old playbook broken? For years, the corporate incentive formula was simple: Michelin-star dinner, luxury hotel, aspirational city. It worked because it wa

There's a moment that happens at every great experience we create. It's not when the guests walk in and see the room for the first time. It's not when the performers appear. It's not even when the first course lands. It's when someone takes a bite - and stops mid-conversation.

Our founder Jenny McNeill was recently featured in C&IT World, sharing her thoughts on what it really means to design an immersive dining experience. In the piece, Jenny makes the case for something we feel passionately about at Feast & Fable - that food should never just be a logistical checkbox at an event. When done right, it's one of the most powerful storytelling tools a brand has. Jenny draws on some of our favourite projects, from a UV-reveal menu for Nike to a gloriou

The decisions we agonise over that guests rarely notice

But what is a story if you start with the finale? All great literature follows an arc. There's tension and resolution. Character development. Perhaps a little jeopardy. Subplots that weave in and out until the threads converge. So if you reveal the plot twist on page one, what's the incentive to keep reading? Yet many brand events do exactly this – leading with the punchline, launching with the climax, instead of letting audiences follow the threads and discover it themselves

The No.1 thing I’ve learned so far is that yes - as female entrepreneurs we have less access to the money flowing around the economy (for a multitude of reasons that don’t need explaining). But the one thing we can control is that we need to actually ask for it. Following the eye-opening-ly brilliant FFinc kick off event hosted by Tamara Gillan featuring some mind-bending stats from Sam Cooper-Gray , I've now also completed a couple of masterclasses. One from Karen Rudi

Woman-down, but still a business to run… I woke up yesterday morning feeling like a 10 tonne weight - body, brain, will were not playing ball. With three meetings in the diary before noon, the half term juggle involving a trip to Life-sized Monolopy and none of my usual home comforts (sub-par Airbnb), it was the trifecta of “I don’t want to be an adult today”. So I didn’t. I sent a few ‘reschedule’, ‘hold the fort’ and ‘back online tomorrow 🤞🏻’ messages and crawled under a

Post Cannes Lions this year there was a wave of “is it worth it” posts, asking if the festival was delivering enough for the 💰 So Cannes was front of mind when I chatted to Cat Kevern ⚡️ about what my goals would be as we work together to lift our market presence, tell the world what we do, and challenge brands to help them make more noise, in the all the right ways. Flicking through our scrapbook of stories, there was a time - a couple of sun-kissed years ago - when we b

People often say I was brave to jump off the corporate ladder, but I honestly didn't feel like I had a choice. Wind back to 2006 (ish). I'm working long hours as an account director for a marketing agency. We're successful. I even have a company car. But something is missing and I don't know what. I take some holiday to visit a friend in Dahab. From Dahab she's heading off to Tignes to do a ski season, she suggests, "why don't you come?". I text a bunch of mates - I think I'm