How Johnnie Walker, BMW and Samsung are reaching foodies at Taste of London

As Taste of London, the restaurant festival run by IMG, kicks off for a 15th year, a variety of brands have created food experiences. Campaign rounds up some of the top activations.

Johnnie Walker "Whisky room"

The Scotch whisky brand has recreated its founder Johnnie Walker’s grocery store of almost 200 years ago. Around the back is a workshop space where customers can learn to make a Johnnie Walker Highball. There is also a "photo shoot corner".

Ketel One Vodka "Kitchen"

Guests can take a seat at the kitchen table to create their perfect Bloody Mary, with either the classic tomato juice, or mix it up with beetroot, carrot or cucumber juice. A host talks them through the different flavours to mix with the juice and also how to garnish the drink.

Tanqueray No Ten and Bulleit Frontier Whiskey "World class cocktail bar"

The brands, both owned by Diageo, have come together for a masterclass on creating the perfect cocktails at home. In a 30-minute experience, fans are taken through the recipe and then given the chance to make it their own. There is also a separate bar where people can enjoy more cocktails.

Samsung Home Appliances "Cookery school"

The brand is using the festival to create an experience around its Dual Cook Flex oven and Induction Hob with Virtual Flame Technology. Guests are able to pick up industry tips, tricks and techniques during the masterclasses.

BMW i8 "The future is yours to drive"

Wasserman has created a 15-minute food experience to give people a flavour of the BMW i8. The four-course tasting menu including smoked watermelon, air-dried squash and blue spirulina.

Celebrity Cruises "Celebrity Edge culinary adventure"

Six months ahead of the launch of new ship Celebrity Edge, XYZ has recreated the experience of the ship with a four-course tasting menu. Guests will be able to taste food from Normandy, Tuscany, Cyprus and Manhattan.