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.