Since 2010, Visa has been the major sponsor of gastronomic festival 'Wellington On a Plate'. A weeks-long series of innovative food-related events in New Zealand's capital city, affectionately known as 'Welly'.
To get foodies across the country excited about the festival, we needed to do something to cut through all the food videos and photos cluttering their social feeds.
So, we made a video you could taste. With Visa Welly Beans.
With the help from a Jellyologist, we dissected a festival-inspired burger and cocktail and transformed the unique flavours into jelly bean form. Presented in a premium tasting-flight box, we served up flavours including chipotle-infused beef, parmesan cheese, beetroot and a gorse cocktail.
Then we created a taste-along video to go with the Visa Welly Beans, and shared the experience with hundreds of foodie influencers across the country.
We reached the masses via the influencers sharing their experience with followers, reaching hundreds of thousands on social media, and picked up national television coverage.
Pre-sale, general ticket sale, and overall festival spending of Visa Wellington On a Plate 2017, smashed every other year.
Proving that, while images can be enticing, giving people a small taste of a festival can have them salivating for more.