Food & Drink Wales – St David’s Day showcase 2026
We worked with Food & Drink Wales to celebrate St David’s Day and deliver events in Cardiff and London supported by an integrated campaign.
The Cardiff event was based outside Central Square and Central Station, an area with high footfall where the food trucks, local producers and TfW Welsh choir performance would be enjoyed by residents and visitors to the city.
The London event at Spitalfields Market hosted twelve Welsh food and drink producers, cooking demonstrations and a Welsh choir and attracted over 122,000 visitors.
Exhibition Management
Producer Recruitment
Creative Design
AV
Social media
Communications
Our events team designed, built and delivered the events in both cities, and they were supported by our media and communications team.
Our objectives were to:
Generate strong awareness and drive attendance through proactive engagement with Wales-wide and regional media, alongside targeted London-based outlets.
Engage with relevant food and drink influencers and digital content creators to build anticipation and broaden the campaign’s reach across social media platforms.
Highlight regional stories of the Welsh suppliers and producers attending the event.
Social media was central to driving awareness and amplifying the Food & Drink Wales St David’s Day 2026 events in Cardiff and London.
A blend of organic content, paid promotion, live event coverage and creator amplification delivered strong visibility across Wales, London and beyond.
Paid social significantly extended reach beyond existing audiences, while organic and live content brought the energy of both events to life in real time.
Overall, social media generated 2.5m impressions, 1.3m reach and over 45,000 video views.
Across the St David’s Day weekend, 24 bilingual Instagram Stories were published across the Food & Drink Wales and Bwyd a Diod Cymru channels. This allowed audiences to follow the celebrations in real time and experience the atmosphere of the events as they unfolded.
Media activity increased public awareness of the events to audiences across both Wales and London.
Our approach focused on producer-led storytelling, placing Welsh businesses at the centre of the narrative to highlight the quality, heritage and diversity of the sector.
As a result, media coverage was secured across regional Welsh press, highlighting local producers, London-based titles and food and trade media, showcasing Welsh food and drink trends generating a reach of over 2.7m people.
Overall, PR activity helped extend the reach of the campaign beyond owned channels, supporting awareness, engagement and positioning Wales as a leading food and drink destination.
The campaign successfully positioned Welsh food and drink in both a national and international context with particularly strong performance in London. The combination of paid reach, live storytelling and creator amplification ensured the campaign delivered both scale and authenticity – maximising visibility for Welsh producers and event activity.
‘The location within Spitalfields Market was ideal. Footfall was strong, and the positioning worked well for visibility and engagement.’ Producer
‘The organisation ahead of the weekend was excellent. Everything was clearly communicated, and when I arrived, the stall was set up exactly as I had requested. The staff onsite were friendly, approachable and supportive throughout the entire weekend which made the experience better.’ Producer