Eating our way through Bridgend town centre...

Bridgend County
Borough Council

Food glorious food! At the beginning of 2025, Equinox was tasked with a tasty project to promote the vibrant and thriving foodie scene in Bridgend town centre.

From dynamic native content and TikTok advertising, to collaboration with local business owners and UGC foodie creators — our aim was to encourage visitors and residents to take a ‘Bite into Bridgend', increasing footfall and local spend in the process.

Commissioned in February 2025 and challenged with a short lead-in time, our robust planning stage and agile project management allowed us to hit-the-ground-running to capture and deliver our campaign for the desired St David’s Day (March 01) launch.

Tactics:

Curated the ‘Bite into Bridgend’ list — a new, consumer-friendly guide to17 unmissable foodie experiences in Bridgend town centre.
Collaborated with those featured on the list, plus wider businesses within the town centre, to secure customer offers — during the town’s St David’s Day celebrations, providing added incentive to visit. Developed and shared a business toolkit — including social media graphics and copy — encouraging business owners to spread the word about the campaign across their own channels.
Filmed aesthetically pleasing 9:16 footage of featured food dishes and restaurants/venues, then produced 34 items of bilingual, short-form video content within Instagram. We utilised viral audio and social trends to maximise reach and engagement.
Delivered marketing support to businesses, including a series of accessible videos which provide guidance and skills training creating on how to create engaging foodie content and turn followers into customers!

Created and monitored a highly targeted TikTok advertising campaign, optimised for website traffic, to drive users to the Bite into Bridgend webpage. All ads were A/B tested, monitored daily and tweaked to ensure optimum results vs KPIs.

Collaborated with south-Wales foodie influencers and UGC creators to maximise campaign reach and secure an organic presence for the campaign on TikTok.
Secured PR coverage to raise awareness of the Bite into Bridgend list amongst wider, traditional audiences.
Drafted a series of foodie-specific blog posts for the Visit Bridgend website that showcased the town's culinary hotspots for dog walkers, young families and everyone in between.