Taste France
GALLIC
BONHOMIE

Taste France UK Experiential Marketing & Food Festival Activation

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Taste France is tasked with promoting a diverse and premium range of French food and drink brands to UK consumers, and for many years has delivered a standout presence at Taste of London in Regent’s Park through a large-scale experiential pavilion.

 

Each year, the Taste France pavilion is reimagined to offer a fresh creative expression—ranging from a light-filled glasshouse with checkerboard floors to an immersive French village concept featuring four wine bars. While the design evolves annually, the core focus remains consistent: generous hospitality, approachability and the spirit of French celebration.

 

Festival Activation & Consumer Engagement

 

The pavilion programme centres on high-volume consumer sampling and discovery, featuring:

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• Free, walk-in food and drink tastings within a structured daily programme

• Extensive product sampling across food and wine categories

• Games and interactive elements with prize giveaways

• Welcoming, shaded seating and social areas

• Evening DJ sets playing French and international party music (français, naturellement)

 

This approach has consistently driven footfall, dwell time and brand affinity, positioning Taste France as one of the most engaging activations at the festival.

 

Covid Pivot: Taste France Christmas Delivery Boxes

 

During the Covid period, the project successfully pivoted from live events to a direct-to-consumer Christmas delivery box scheme, maintaining engagement despite the absence of festivals.

 

Three approachable, celebratory French menus were developed by Kitchen Party, each packed with high-quality French ingredients and paired with a curated selection of Loire Valley wines by Mike Knowlden. The campaign was visually brought to life through photography by Lara Jalbert and overseen end-to-end by Teatime.

 

The project included several weeks of same-day chilled courier deliveries across Greater London, operating up to 23 December, ensuring a premium customer experience while retaining the festive spirit of the live activation.