Mad River is a brand communication agency, which for the last 24 years, has been helping food and drink brands build something deeper than simple awareness… we build brand love and loyalty. For years, we’ve created brands, campaigns and experiences that have connected people to brands they could truly believe in.

But, the game is changing.

Today’s consumers, especially Gen Z, aren’t loyal in the way older generations were. They’re loyal to moments, values, and shared experiences, rather than logos or legacy.

In fact, almost two thirds (63%) of 18 to 24 year olds across Europe are increasing their spend on experiences more than any other age group (Source: Mastercard, 2024). This generation is experience driven, not brand fixed. They’ll switch in a second if the aesthetic, vibe, or message feels fresher somewhere else. But give them something to feel and share… and they’ll come back.

So, what does this mean for you?
Gen Z is the fastest growing consumer segment. It's forecast to make up 39% of the workforce in 2025 and that figure jumps to 70% by 2030 (Source: Institute of Internal Communication, 2024), dramatically increasing their spending power and influence on cultural trends, including food and drink.

Gen Z have a major say on the topic of food in particular, especially when blended with new experiences like travel. They are invested and picky! According to a Brandwatch social media study between Jan 2024 - Mar 2025 there were over 47k mentions of food and travel, and notably this generation has a higher percentage of food chat than any other generation.

We know that brands who put Gen Z into their marketing plans have a huge opportunity to engage with this massive, accelerating stream of demand. Gen Z’s global spending power is projected to hit $12 trillion by 2030, and they will be the largest and most growth driving consumer cohort in history (source: NielsenIQ’s Spend Z report).

Our advice? Don’t get left behind. If you haven’t put Gen Z at the heart of your marketing mix, you’re missing out on a major opportunity. And now is the time to move.

Wondering where to start? Here are our top 5 insights on how to create experiential activations that create brand love and loyalty with Gen Z:

47% of UK Gen Z consumers say they’ve prioritised spending on experiences that help them "have fun and make memories" (Source: Barclays 2024). That’s a clear signal: if you want loyalty, create moments worth remembering. A simple sample handout can get product into hands, but Gen Z are looking for immersive brand activations that spark emotional connections. And when people feel something, they’re more likely to remember and repurchase.

Take our Clif Bar Shoreditch workout party. It wasn’t just a free fitness session. It was a joyful, energising experience that delivered media buzz and brand love.

The ‘so what’ for you?

This is more than a marketing tactic, it’s a brand growth strategy. Emotional experiences move Gen Z beyond fleeting interest into lasting loyalty. According to Capgemini, 82% of emotionally engaged consumers always choose the brands they’re loyal to and that’s the kind of loyalty you can’t buy with discounts or ads.

For food and drink brands, the opportunity is even greater. Eating and drinking is already emotional. So, imagine the power of pairing that with immersive, meaningful brand moments. You’re not just serving products; you’re creating memories, sparking joy, and building communities. That’s what earns love, not just recognition.

The IPA Bellwether report reflected an average increase of +20% annual growth in experiential/activation spend in 2024, marking the highest rise in 11 years (source: The IPM report, 2024) and a +5.4% in Q1 of 2025 (Source: Micebook, 2025). This wasn't about hype, it was brands reallocating budget to drive real, guest centric engagement through live activation and face-to-face connection.

In the context of the food and drink world, the sensory experience is central to our understanding of these consumables; the sight of the candy striped box, the sound of popping corn, the smell of hot melting butter, the taste of the salt on your lips and the feel of the sticky sugar on your cheeks. Nothing replaces the actual sensorial experience of the product that you feel in person. The senses awaken memories and a feeling that drives connection. You might want to do it again, or invite others to join you.

We also know that likelihood of conversion to sale is dramatically increased once the product is in your hands. Gen Z are curious, experience-first shoppers. A sensorial activation lowers the barrier to trial and when the product is premium, tasting is often believing.

Don’t get us wrong, we all love and know AI has its place (more on that later), but nothing replaces the real world, face to face, human interaction to spark the senses. And our MOMA Breakfast Bar pop up did just that. We created a multisensory playground designed to connect with Gen Z through the full power of the five senses. From the aroma of warm porridge and the satisfying crunch of granola, to colourful, tactile toppings and vibrant music that set an energetic vibe; every detail was crafted for immersive, feel good engagement. Visitors didn’t just try the product, they saw it, smelled it, touched it, heard it, and tasted it, making the brand part of their day, not just their breakfast.

The ‘so what’ for you?
Planning sensorial brand activations will achieve higher conversion from curiosity to cart, especially in impulse channels.

We’ve even won awards for it. Check out the AR ball throw we developed for Battersea Dogs and Cats Home exhibition stand at Crufts from the case study page on our website. A true mixture of physical experience mixed with an interactive digital experience, it proved a HUGE hit with pet lovers!

In the context of our digital natives (Gen Z) the power of digital in the activation space, means not just sharing real time moments, but content that lasts. Brand activations, when tied to social, sampling, and data capture, deliver not only awareness but trackable business impact, from footfall to conversions to digital re-targeting.

The ‘so what’ for you?
Brand activations that blend digital seamlessly don’t just spark engagement, they deliver measurable ROMI. Mad River fuses creative insight with smart tech. Tech driven experiences can turn every interaction into something worth feeling and sharing. The result? Surprise, delight, and shareable content that works as hard as the campaign itself.

Gen Z may be the most connected generation, but they’re also the loneliest. According to GWI’s global research (Nov 2024), 80% of Gen Z respondents said they’d felt lonely in the past 12 months, more than any older generation. That’s why the brands that step up and foster real connection; ones that feel human, not corporate, stand out.

Our AcTEAvism pop up for Clipper was a perfect example of this in action. Set within Boxpark, it created a vibrant physical space where like minded Gen Zers could gather, connect, and engage with purpose driven themes like sustainability and activism, all over a cup of tea! With interactive elements, meaningful conversations, and content worthy moments, it fostered a sense of shared values and community. It wasn’t just a branded experience, it was a place to find your tribe, aligning perfectly with Gen Z’s desire for brands that bring them into something bigger than themselves.

The ‘so what?’ for you?
For food and drink brands, the opportunity is huge. You don’t just sell products, you create reasons to gather, share, and belong. Whether it’s a pop up café or an immersive festival activation you have the power to invite people to experience the brand with others, not just sample the product. When your brand becomes a place where Gen Z feels seen and part of something, you don’t just earn sales… you earn loyalty.

The Brandwatch social report said mentions of “real food,” “good food,” and “drinking water” are on the rise, reflecting a shift toward intentional, health conscious living. Many are also experimenting with habits like reduced alcohol intake, better sleep hygiene, and even fasting as part of their personal growth journey.

The ‘so what?’ for you
This is your moment. Gen Z is hungry (literally) for products and experiences that align with their wellness values. Whether it's heroing natural ingredients, spotlighting balance over perfection, or tapping into trends like UPFs (ultra processed food awareness), brands that show up authentically in this space stand to gain trust and long term loyalty.

Our Kallo activations brought wellness to life in playful, immersive ways that resonated with Gen Z. From the Granola Grab at Waitrose featuring a giant cereal bowl and hands on prize challenge, to the KRC Pop up in King’s Cross, which championed gut health and plant based living, every detail was designed to make clean eating feel joyful, interactive, and shareable. These experiences turned Kallo’s “Naturally Different” ethos into something Gen Z could connect with emotionally and physically, blending health with fun, and education with engagement.

90% of UK Gen Z dream of attending five festivals and four international trips over the summer (Source: National Express, 2025). This sense of adventure, of ‘venturing beyond’ is in our very DNA and our ethos aligns perfectly with a generation that thrives on exploration, connection, and meaning. Whether it’s flavour, story, or purpose; if it pushes boundaries, Gen Z is all in and SO ARE WE!

The ‘so what’ for you?
We get Gen Z and have a quarter of a century of experience in delivering loyalty for brands. These tips will help you create experiences people can fall in love with, which in turn will create loyalty for your brand. And if you need any more convincing, here’s Will Little, Managing Director of Little's Coffee:

For food and drink brands, that means going beyond product and into the realm of unforgettable, emotionally charged moments. Why does this matter to you? Because brands that get this right don’t just win attention; they win loyalty, cultural relevance, and growth.

If you’re ready to stop chasing trends and start creating movements, Mad River is your one stop shop for building activations that turn Gen Z curiosity into brand love and repeat sales.