Epcot Food & Wine
A Taste of Play
The Opportunity:
Make Epcot’s Food & Wine Festival a destination for families, not just adults
My Role:
Brand strategy, creative direction, campaign development, social strategy, experiential concepting
The Results:
Increased sales, new kid-friendly dishes, and a new character-driven merchandise line
Epcot’s Food & Wine Festival had a reputation for grown-ups. We saw an opportunity to give the whole family a reason to dig in.
We turned taste into characters—bringing sweet, sour, salty, bitter, and umami to life as a playful cast of personalities. Suddenly, flavor wasn’t something to understand; it was something to meet, explore, and play with.
The characters came to life across the festival, inspiring kid-friendly dishes and a new merchandise line, while giving families a new way to experience food together.
By making food more playful, we made the festival more welcoming—and gave Epcot a new way to grow its audience.
