Coca-Cola has teamed up with Time Out magazine to celebrate global ‘food landmarks’, renaming them ‘Foodmarks’ – inspired by cultural moments and travel destinations.
Developed by WPP’s dedicated Coca-Cola agency OpenX and overseen by Ogilvy, the creative revolves an interactive map that enables users to find Time Out journalists’ favourite foodie spots.
Across the UK, 23 different locations have been designated as so-called ‘Foodmarks’, with journalists recommending first-date spots, family spots, and ‘classic’ Nando’s spots – frequently pairing those meals with an ice-cold glass of the iconic soft drink.
“Foodmarks wield the extraordinary power to transcend borders and tell stories of shared experiences and cultural significance. They are a testament to the universal language of mealtime,” Coca-Cola Company global brand marketing lead, Elif Kaypak said.
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“As we unveil the five global iconic Foodmarks and hundreds more in neighbourhoods around the world, we celebrate the moments that have shaped culture and connected us through the shared magic of Coca-Cola.”
The Foodmarks campaign will be pushed out via Time Out’s various online and social media channels, supported by concerted CRM and influencer activity.
“We are thrilled to work with Coca-Cola on this global partnership – it makes the most of what we do and represent as a brand: our authentic “best of the city” content, global footprint, experience-hungry audience around the world, engaging channel mix and most of all, our love for cities and food expertise,” Time Out Media CEO, Stacy Bettman said.
”Like Coca-Cola, we believe that shared culinary and cultural experiences create great moments and bring people together – it’s what we do every day across our digital Time Out channels and Time Out Markets.”
