Putting a delicious new food trail on the map

About the Client

Markham, Ontario is an hour north of downtown Toronto, but in culinary terms, it spans the globe. With 58% of its population coming from immigrant origins, Markham is one of the most multicultural cities in Canada, and its restaurant scene reflects that. Authentic dumplings, halo halo, arepas, crispy burgers, jerk shawarma: the variety and quality of food in Markham is deliciously remarkable.

The Problem

Destination Markham knew they had a food scene that any major city would envy, but no unifying story to tell about it. Visitors from Toronto had no compelling reason to make the drive, and no map to follow once they did. The destination needed a separate brand, a platform, and a reason for food lovers to pay attention.

The Insight

Authenticity is important in food tourism, and Markham had an opportunity to own something specific. With at least 24 distinct culinary traditions, plus fusion and new interpretations, Markham was a place where you could eat your way around the world without leaving the area. It was a true Global Food City. 

The Process

From there, we developed the Global Food City brand: name, logo, visual identity, and campaign strategy. The creative system was designed to feel bold, warm, and appetite-driven. We worked with Destination Markham to create a landing page that showcased the city’s restaurants as themed culinary trails, such as Taste of Asia, or Pan Am Food Crawl. Each trail was powered by Whereabouts itineraries, showing restaurants on an interactive map, spotlighting signature dishes, and introducing the chefs behind the food. Five trails launched over the course of the year, each accompanied by its own campaign video featuring close-up, mouthwatering footage of the dishes that define it: pulled noodles, crispy Peking duck, steaming doubles, and the perfect pour of bubble tea.

Results

Global Food City launched with five trails, six campaign videos, and a brand platform strong enough to grow with the destination. The campaign gave Markham's food scene a name, a visual identity, and a front door for curious visitors from across the GTA. Operators gained visibility through a curated platform that put their dishes, their stories, and their chefs in front of a new audience.