The New York Times Food Festival

While The New York Times is regarded for its prestige and award-winning journalism, it is not particularly known for being fun. We set out to change this perception and engage a younger audience through the 2022 Food Festival, a one-day, in-person event celebrating and sharing the joys of food.

We infused everything from social posts and emails to interview questions with a delicious and spirited energy. Through our approach, we met our goal with 43% of ticket purchasers under 30 and social impressions for the Festival rising 6x year over year (from 2019).