THE BRIEF

Food on the Edge is an internationally recognised food symposium bringing together chefs, producers, hospitality professionals and wider industry voices to explore the ideas shaping the future of food.

In October 2026, the event came to Malta for the first time, with its inaugural local edition taking place at Fort St Elmo in Valletta.

Entering a new market meant that reputation alone was not enough. With local awareness still limited, the campaign needed to introduce Food on the Edge to a new audience, establish its relevance and credibility, communicate the value of attending and create momentum around the event. 

The challenge was to speak to a broad audience spanning chefs, restaurant and hotel operators, hospitality professionals, producers, suppliers and emerging talent, while maintaining the international character and intellectual curiosity associated with Food on the Edge.

OUR APPROACH

We developed the campaign messaging, creative framework and social media content system for the Malta edition, creating one clear direction that could work across every stage of the campaign.

The creative direction took cues from international festivals and cultural events, combining bold typography, dynamic layouts, black-and-white photography and a high-impact yellow to give the campaign a contemporary, distinctive and energetic presence. 

We also evolved the existing Food on the Edge mark into a more flexible graphic device. Enlarged, cropped and repeated across different applications, it became a recognisable visual thread throughout the campaign, while clearer information hierarchy ensured dates, locations, speakers and calls to action remained easy to understand. 

The campaign was supported by a broader communications and media approach spanning paid social, digital publishing, email, influencer activity and coordinated partner distribution, helping Food on the Edge reach both industry audiences and the wider food community.

THE IMPACT

The completed campaign gave Food on the Edge a clear and recognisable presence for its first Malta edition, creating consistency across the many different messages required before and during the event.

Rather than relying on a single key visual, the creative framework functioned as a flexible campaign system. It moved from introductory awareness and speaker storytelling through to programme content, ticket communications, countdowns and live event coverage while maintaining one recognisable identity throughout.

The campaign also helped position the Malta edition within its local context. International speakers and ideas were presented alongside Maltese culinary voices, local producers, Fort St Elmo and Malta’s wider food culture, allowing the event to feel both internationally relevant and distinctly rooted in its host destination.

Across every touchpoint, the work translated a complex, multi-layered event into a clearer and more accessible story: who would be there, what would happen, and why it was worth being part of.

PROJECT SERVICES

Campaign Development, Messaging Frameworks, Communications Strategy, Content Strategy, Copywriting, Multichannel Strategy, Creative Direction, Art Direction, Campaign Design, Graphic Design, Social Media Design, Digital Design, Social Media Strategy, Content Calendars, Paid Social Campaigns, Digital Advertising, Platform Strategy, Campaign Optimisation.