Arrive Hungry
Visit Glasgow
- Film
- Campaign
- Media
Glasgow’s food and drink scene isn’t defined by plates alone. You’ll find good food in every city — what sets Glasgow apart is the people behind it, the stories they tell, and the culture they bring to the table.
The brief was simple: create a short campaign that showcases food and drink in Glasgow in a way that feels genuinely different. Not polished postcard moments, not staged perfection — but something that captures what makes the city’s food scene so good, and so Glasgow.
Our starting point was the unique mix at the heart of the city’s dining culture.
The finest, freshest produce from Scotland’s larder, fused with the global roots and rich multicultural heritage of Glasgow’s people.
Solution
That combination of local ingredients, international influence, strong opinions and real character, is what gives the city its edge.
The audience, what we called the food-loving culturalists, already had a sense that Glasgow was special. They’re young, curious, drawn to authenticity and attitude, and they know they’ll have a good time when they get there.
What they didn’t need was another glossy overview. They needed to be pulled into the experience. So instead of showing Glasgow, we let Glasgow speak.
The campaign is a a direct invitation to visit — putting the voices of the city’s chefs front and centre. Their words, their opinions and their food.
Honest, confident and full of character, it reflects the tone you hear in kitchens and dining rooms across the city.
Arrive Hungry became both the message and the mindset.
An open invitation to dive headfirst into everything Glasgow has to offer.
We delivered a 30-second hero film supported by a series of cut-downs and static assets, designed to immerse audiences in the city’s food culture and make them feel part of it before they even arrive.
The campaign launched on 18 March, bringing Glasgow’s food and drink scene to life with real voices, real stories and real appetite.