Yumtown
The brand story
In 2025, a group of students were spending time together in their downtime when they decided they would like to share a meal. Soon after, Patty, Patrycja and Dario realised that all of their options were limited to fast food, all of it from chain restaurants. They wished there was a way to order a healthy, fulfilling meal while supporting local businesses. It became clear that this might be a common problem. Instead of waiting for it to be resolved, they took matters into their own hands.
They created a food delivery app and an advertising campaign for it, including branding, a commercial and two billboards that were displayed in London, Birmingham, Manchester, Edinburgh and Belfast for twelve weeks. The company was positioned as an ethical, sustainable business carrying out deliveries for local restaurants.
What began as a solution to a problem they had themselves slowly gained traction. Students around campus began using it out of curiosity; recommendations to friends and family pulled in customers from beyond. Every customer could rate their experience through a simple form after delivery, and those who did were offered a discount on a future order. That feedback shaped the app into what it is today: a simple way of accessing a variety of food while supporting local restaurants.
Patrycja’s contribution
As video producer, Patrycja researched other food delivery services, media producers and their TV commercials, to find what was missing and discover a niche in the market. On the advert she was responsible for the technical side: cinematography, organising camera, tripod and lighting to frame the actors in the best way.
One shot held a transition in which a delivery man changes into a waiter, which became part of the selling point. The aim was to show a waiter in a sophisticated way, listing gourmet meals from kitchens around the world but delivered from local restaurants, for a mixture of comic tone and whimsical atmosphere. A melancholic, then energetic soundtrack marks the difference in mood before and after using the service: shock, then excitement.
The pieces
Yumtown Advert
A dog steals the spotlight as a comic way to engage viewers. Yumtown supports local restaurants while bringing in quality food, and promises customers a business that cares for the environment: recycled, eco‑friendly packaging to minimise waste, and a more luxurious lifestyle that is not out of reach for anyone. Restaurant‑quality food at home, without leaving the couch.
Yumtown Classical Billboard
The campaign’s classical billboard, pictured above.
Yumtown Interactive Billboard
The campaign’s second billboard, an interactive piece.