Melbourne Food and Wine Festival


Rolling out the campaign for one of the world's most popular food and wine festivals.


Now in its 25th year the Melbourne Food & Wine Festival (MFWF) is one of the most known and respected food festivals in the world.




For the last 2 years we’ve been working with MFWF. Last year we worked with the new brand identity, which we brought to life over 100 festival comms pieces across multiple touch points. From the traditional program guide, signage advertising and social media. Alongside Hassell we also created the Urban Diary. The pop up location that worked as the hub for the festival, focusing on everything diary! 



This year's approach

Following 2016's red and icon campaign we were asked to design a new campaign that; showcased the MFWF offer, incorporated their existing photo library and that would appeal to a more sophisticated audience. 


The campaign creative brought the MFWF to the heart of all activities and represents the different events clearly across multiple channels.


2017 Results

Coming soon... 














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