Food & Drink Wales asked us to create a campaign to raise awareness of Welsh food and drink around key moments in the calendar, including St David’s Day and Christmas.

In collaboration with brand strategist Caroline Hanna, we developed the organising idea “Caru Cymru, Caru Blas” (Love Wales, Love Taste) — a simple, memorable platform that celebrates both provenance and flavour.

The campaign was extended to align with Wales’ participation in the 2023 World Cup, tapping into cultural moments to increase relevance and reach.