Launching a flavor through culinary creators

Request: To support the launch of Spindrift’s Yuzu Mandarin, we wanted to introduce the flavor through the lens of food and culinary creativity.

Because the flavor profile draws inspiration from Asian citrus and bold, fresh ingredients, the goal was to collaborate with food creators who could bring the flavor to life in a way that felt natural, inspiring, and highly shareable on social media.

We needed creators who could do more than post a drink — we wanted them to interpret the flavor through original recipes and storytelling.

Response: We partnered with a group of respected food creators known for their distinctive culinary voices:

• Jake Cohen
• Ronica Rupan
• cabbages.world
• Sophia Roe

Each creator developed custom recipes inspired by the bright citrus flavor of Yuzu Mandarin, integrating the drink into dishes and culinary moments that felt authentic to their audiences.

The content showcased how the beverage could live within modern food culture—from refreshing pairings to inventive recipe concepts—helping the flavor move beyond a product and into a broader culinary conversation.

The campaign generated high-quality social content across multiple creator audiences, expanding awareness of the new flavor in a way that felt organic and culturally relevant.

Result

• Multiple original creator recipes inspired by Yuzu Mandarin
• High-performing food-first content across creator channels
• Expanded brand reach through trusted culinary voices
• Positioned Yuzu Mandarin as a chef-inspired flavor within food culture