Taste the Moment by JW Marriott
creative direction | video production | web content
For the latest chapter of JW Marriott’s ‘Taste of JW’ collection, we created a campaign to elevate the hotel’s culinary image amongst tastemakers in APAC through unique and highly personalized culinary experiences, while increasing food and beverage bookings and revenue.
AD: Kin Fu CW: Bryan Adler Chen ECD: Nicoletta Stefanidou
To capture the nuances in gastronomy.
The idea was to host Singapore’s first-ever story driven culinary event. This direction started with a website that featured the stories of six chefs from JW Marriott, each with their own distinct backgrounds, inspirations, and culinary style. Through in-depth interviews and research, we captured and told the stories behind their moments of triumph and inspiration, and how these moments inspired their signature dish. On top of the stories in our website, we also collaborated with the chefs to design masterclasses for the upcoming event to further bring their stories to life.
A creative identity was created for the entire Taste the Moment campaign and was adapted across all other platforms, online (Website, online banners, e-invitations) and offline (print ad, event collaterals, invitation cards). All assets, from food photography to chef interview videos, were created by traveling to various destinations and Marriott properties.
We identified our target guests as enrichment seekers within the “Well-living” segment. They are well-traveled cultural connoisseurs with a passion for dining and well-being. They tend to lead a charmed life, enjoy the romantics within, and are always looking for ways to enrich their life’s journey.
With that in mind, a website was the ideal one-stop platform to drive interest by delivering significant chef’s moments though content rich storytelling, and to drive subsequent ticket purchases to the event. By delivering telling and uniquely crafted stories and imagery we tapped straight into our enrichment seekers mindset. With a well curated website and digital campaign we aimed to raise anticipation and excitement.
And a bit of behind the scenes magic —
The journey continues
Building on the success of this campaign, other regions followed suit, leading to the launch of a follow-up initiative for Marriott’s F&B in Singapore and Malaysia—Taste the Journey. Expanding on the original concept of bringing culinary storytelling beyond the plate, we invited users to take a walk down Spice Lane, uncovering the rich history and personal significance behind every ingredient.
A lasting note.
More than just a campaign, Taste the Moment became a storytelling platform that deepened the connection between Marriott’s F&B experiences and its guests, transforming dining into a multi-sensory cultural journey. By bringing the stories behind each ingredient to the forefront, the campaign left a lasting imprint on how flavors are experienced, shared, and remembered.