When the Menu is the Message: The Rise of Branded Dining at Music Festivals
Somewhere between the food truck and the main stage, branding decided to put on an apron. And it's not playing second fiddle to the acts anymore. Branded dining experiences at music festivals have gone from cheeky burger vans with a logo slapped on the window to fully immersive culinary ad campaigns that taste suspiciously like the future.
Take Primavera Sound in Barcelona—yes, we’re going offshore. Amid the kick drums and craft gin, there was an actual sit-down restaurant collaboration between Michelin-starred chefs and a tech brand. Diners were served deconstructed gazpacho while headphones whispered soundtracks curated by the brand’s new smartphone series. This isn’t an activation. This is marketing with olive oil and balsamic reduction.
Closer to home, Laneway and Rhythm have seen similar sparks. A local craft beer brand launched a pop-up called The Sensory Bar, where you could literally sniff different hops matched to DJ sets. It wasn’t everyone’s scene, but admit it, part of you is already picturing the Instagram story. That’s the move. FMCG players are realising that in the war for attention, experience beats noise. And in festivals, the only rule is don’t be boring.
It’s not that the food is the focus. It’s that the food opens a door. Brands are being invited into a context people care about, without barging in. If the trend continues, we’ll see fewer corny flash mobs and more quiet rituals—an oyster and a vinyl listening session, perhaps. Personally, I find it thrilling. It asks brands to know their audience deeply and treat them like grown-ups with taste. Not a bad flavour to aim for.
Take Primavera Sound in Barcelona—yes, we’re going offshore. Amid the kick drums and craft gin, there was an actual sit-down restaurant collaboration between Michelin-starred chefs and a tech brand. Diners were served deconstructed gazpacho while headphones whispered soundtracks curated by the brand’s new smartphone series. This isn’t an activation. This is marketing with olive oil and balsamic reduction.
Closer to home, Laneway and Rhythm have seen similar sparks. A local craft beer brand launched a pop-up called The Sensory Bar, where you could literally sniff different hops matched to DJ sets. It wasn’t everyone’s scene, but admit it, part of you is already picturing the Instagram story. That’s the move. FMCG players are realising that in the war for attention, experience beats noise. And in festivals, the only rule is don’t be boring.
It’s not that the food is the focus. It’s that the food opens a door. Brands are being invited into a context people care about, without barging in. If the trend continues, we’ll see fewer corny flash mobs and more quiet rituals—an oyster and a vinyl listening session, perhaps. Personally, I find it thrilling. It asks brands to know their audience deeply and treat them like grown-ups with taste. Not a bad flavour to aim for.