Tasty x Diageo

I led the European launch of BuzzFeed’s food platform Tasty in partnership with Baileys, embedding the brand into baking and coffee culture through innovative social video content across five European markets. The creative idea was deceptively simple: food, front and centre, shot from above.

At a time when the overhead shot was already the preferred framing of Instagram’s food community (often captured by micro-influencers standing over chairs to get the perfect angle), Tasty expanded the format beyond static images. By applying this framing to the entire food-preparation process, Tasty revolutionised recipe videos and became an internet phenomenon. I helped scale it across the UK, Germany, Spain, France, and Italy through an insight-driven localisation and test-and-learn approach, adapting content to resonate with local audiences and cultural nuances.

Tasty’s UK launch video with Baileys generated 25M organic views through cross-platform sharing, commenting, and friend tagging, and was nominated for a Media Week Award in the Media Innovation category in 2017. Diageo subsequently renewed the partnership globally to leverage Tasty’s innovative video formats, embedding its brands (from Smirnoff and Captain Morgan to Tanqueray and Johnnie Walker) into local cultures and driving meaningful social conversations.