With ambassador Vincent Lim.
The Sydney Royal Easter Show is showcasing the most show-stopping and buzzworthy food and drink creations in a campaign via Connecting Plots.
The Winning Bite’s ambassador Vincent Lim (@dimsimlim) challenged the Show’s food and beverage vendors to dream big and submit their most buzzworthy food and drink creations.
A judging panel consisting of Tokyo Lamington’s Eddie Stewart, food content creator and cookbook author, Tom Smallwood, and former MasterChef contestant Depinder Chhibber selected the winners based on taste, originality, visual impact, novelty and show appeal.
“From farm animals and rides to showbags, live entertainment and diverse food and drinks, the Sydney Royal Easter Show has always been about discovering family-favourite experiences you can’t find anywhere else,” said Royal Agricultural Society of New South Wales head of marketing, Frances Jewell.
“With The Winning Bite, we’re celebrating the incredible creativity of our vendors while giving people another reason to keep coming back to the Show. It also offers younger audiences a fresh reason to attend, turning the Show’s most delicious and shareable dishes into an experience people will want to see, taste and brag about."
The Winning Bite is supported through PR, influencers, organic and paid social, eDMs and on-ground promotion and wayfinding.
“For this year’s Sydney Royal Easter Show, we wanted to build a platform to create FOMO before the gates even open,” said Connecting Plots Group CEO and co-founder, Tom Phillips.
“We know novelty and first to try is a currency for Gen Z. They’ll queue for it, photograph it and share it on social. The Winning Bite taps directly into that behaviour, turning the Show’s most creative food into the hero of the story and a cultural moment in its own right.”
CREDITS
Client: Royal Agricultural Society of New South Wales
Head of Marketing: Frances Jewell
Marketing Manager: Gemma Barr
PR and Communications Manager: Nicola Dalby
Marketing Executive, Social Media: Tayla Noble
Strategy & Creative: Connecting Plots Group
CEO: Tom Phillips
CCO: Dave Jansen
Earned Creative: Katie Eastment
Senior Art Director: Jonti Groth
Senior Copywriter: Phil Barnes
Senior Account Director: Alana Spinelli
Social Senior Account Manager: Abbie Bradwell
Creative Operations Director: Mary Morell
Designer Director: Blair Palmer
Production: Infinity Squared
Executive Producer: Erin McBean
Editor: Emma Sundin
Editor: Cem Hizli
Music: Massive Music
Sound Design and Mix: Mighty Sound
Media: Pearman
Group Business Director: Tara Lamond
Digital Consultant: Peter Wilson
Account Manager: Clara-Jane O’Brien
Digital Manager: Harshit Ahuja
Media Assistant: Daniel Lane
PR: humann. Communications
GM: Seon Peberdy
Client Services Director: Gaz Anderson
Client Partner: Anastasia Rose
Senior Account Manager: Asheley Cirovski
Senior Account Executive: Tiana Dupesov
Account Executive: Georgia Robson
