Through a social-first approach, the Sydney Royal Easter Show is serving up ‘The Winning Bite’ to secure the next generation of showgoers.
The Sydney Royal Easter Show has launched The Winning Bite, a brand-new initiative showcasing the most show-stopping and buzzworthy food and drink creations, only available at this year’s show.
Developed in partnership with Connecting Plots Group, The Winning Bite positions the Show as unmissable for experience-seeking audiences.
To uncover this year’s top creations, The Winning Bite’s ambassador Vincent Lim (@dimsimlim) challenged the Show’s world-class food and beverage vendors to dream big and submit their most buzzworthy food and drink creations. An expert judging panel consisting of Tokyo Lamington’s Eddie Stewart, food content creator and cookbook author, Tom Smallwood, and former MasterChef contestant Depinder Chhibber selected the winners based on taste, originality, visual impact, novelty and show appeal.
“From farm animals and rides to showbags, live entertainment and diverse food and drinks, the Sydney Royal Easter Show has always been about discovering family-favourite experiences you can’t find anywhere else,” said Frances Jewell, Head of Marketing at the Royal Agricultural Society of New South Wales.
“With The Winning Bite, we’re celebrating the incredible creativity of our vendors while giving people another reason to keep coming back to the Show. It also offers younger audiences a fresh reason to attend, turning the Show’s most delicious and shareable dishes into an experience people will want to see, taste and brag about,” said Jewell.
“For this year’s Sydney Royal Easter Show, we wanted to build a platform to create FOMO before the gates even open,” said Tom Phillips, CEO & Co-Founder, Connecting Plots Group. “We know novelty and first to try is a currency for Gen Z. They’ll queue for it, photograph it and share it on social. The Winning Bite taps directly into that behaviour, turning the Show’s most creative food into the hero of the story and a cultural moment in its own right.”
The Winning Bite is supported through PR, influencers, organic and paid social, eDMs and on-ground promotion and wayfinding at the Show. Showgoers will also have the opportunity to vote for a People’s Choice award.
The activation sits alongside a broader advertising campaign that refreshes the Show’s long-running “Find Your Happy Place” platform across TV, social, OOH and online video, highlighting both iconic Show traditions and the unexpected experiences that make each year unique.
