There were 2 crucially different kinds of food with established opinions about them in Ukraine: in the restaurants - means expensive, in the street - means cheap and not qualitative enough.
Brand-hero is a human who is not attached to the place and ready to travel. He can visit expensive restaurants or can eat burgers on the street. A human with an honest look at the food, without a prejudiced attitude and type of mindset. His character was laid down into the graphic, communication and tone-of-voice.
The idea is to give people high-quality in a street festival format.
The mission is to change food culture in Ukraine.
In 2013 CEO NUNOX Anton Maksakov and restaurateur Roman Tugashev estimated abroad market where common cases have already been existed and decided to create such niche in Ukraine. It was a creative experiment and realisation of ambitions. It was important for Anton to get an influence on the audience which would be in contact with the restaurant business, but for Roman - it was willing to realise himself in gastronomy.
In 2013 we held the first festival where we presented cuisines of different nations and formats. Besides this, we were maximally involved in the process