The Moodies – F&B Campaign
Best Campaign – Food & Beverage Operator
Winner
Beijing Capital Airport Food Management Co. – Beijing Food and Cultural Festival
The Beijing Food and Cultural Festival transformed Beijing Capital International Airport Terminal 3 into a vibrant showcase of China’s imperial and culinary heritage during July and August 2024.
The campaign was organised by Beijing Capital Airport Food Management with a RMB40 million budget. It featured four thematic zones:
- National Gateway: Replicas of imperial architecture, such as the Forbidden City towers and dragon-shaped corridors, underscored the airport’s role as a cultural gateway.
- The China Chic Trend: ‘A Bite of Beijing’ street food zone offered traditional and contemporary dishes, including Beijing roast duck and kung pao chicken.
- National Gifts: An exhibition of creative souvenirs highlighted landmarks such as the Temple of Heaven and Beihai.
- The Quintessence of Chinese Culture: Collaboration with Peking Opera theatres brought daily performances to the terminal, creating the ‘Fuliancheng Time Theatre’.
The festival leveraged the airport’s prime location to engage both domestic and international passengers, recording a +30% increase in commercial revenue. Through daily pop-ups and photo opportunities, the campaign allowed travellers to experience a multidimensional fusion of Eastern aesthetics, art and cuisine.
The campaign provided visitors a glimpse into China’s imperial past and modern gastronomic trends
What the judges said:
“A super entry. Culturally rich. Hugely ambitious. And brilliantly successful in engagement and commercial terms.”
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The Moodie Davitt eZine
Issue 343 | 7 March 2025
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