Square

Neighbourhoods of Square

Taste partnered with Square to launch Neighbourhoods of Taste, a chef-led content series celebrating Toronto's most vibrant food neighbourhoods. Through narrative-driven video features, social content, and an interactive digital hub, the campaign positioned Square as an authentic partner embedded in the real stories of local restaurant owners and chefs. By blending storytelling, product integration, and community amplification, Neighbourhoods of Taste created meaningful connections between Square and Toronto's culinary community while elevating the voices of independent operators.

Services provided

Creative Ideation

Graphic Design

Photography/Videography

Content Creation

Editorial Writing

UI/UX Design

Web Design

Social Integration

Industry

Technology

The Objective

Square sought to establish itself as a credible, trusted tool within Toronto's independent restaurant community through authentic, chef-led storytelling. The campaign humanized the brand by positioning it as a partner in growth rather than just a payment processor, while reaching restaurant owners, aspiring entrepreneurs, and food-focused consumers. By strengthening Taste Media's position as a cultural connector in the culinary space, the partnership created meaningful connections within Toronto's restaurant ecosystem.

Execution

Taste executed Neighbourhoods of Taste through a multi-channel content program anchored by chef-led video narratives, featuring 2-3 minute profiles spotlighting Toronto neighbourhoods and organic Square integration. The program included mobile-first social content, editorial guides, and a branded microsite with interactive maps, product education, and lead capture pathways. Featured chefs amplified content through their own channels, extending reach through authentic peer-to-peer voices, while distribution spanned Taste's full network including Instagram, TikTok, TasteToronto.com, the Taste Buds newsletter and targeted paid media.

tastemedia

The Results

Generated an estimated 2.2M to 4.5M+ impressions across Instagram, TikTok, web, and newsletter.

Partnered with 12+ Toronto chefs spanning six neighbourhoods (Ossington, Parkdale, Kensington Market, The Junction, Queen West, Leslieville).

Created authentic product integration within narrative-driven content without interrupting storytelling.

Established a warm lead pipeline of decision-makers within Toronto's restaurant scene.

Delivered strong engagement through behind-the-scenes kitchen content and chef interviews.

Positioned Taste as a cultural connector for brands entering the food and hospitality space.

Built long-term relationships with Toronto's independent restaurant community, strengthening Square's hospitality credibility.

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Taste is a full-service creative agency and experiential marketing agency in Toronto, specializing in brand activations, event marketing, influencer marketing and content creation that forge meaningful connections between food and beverage brands and their audiences. Beyond client work, we manage TasteToronto and TasteMontreal, two of Canada’s largest food and restaurant marketing platforms, along with TasteToronto.com, a leading online food and drink publication. Founded in Toronto in 2015, Taste continues to lead Canadian experiential marketing and festival marketing, delivering work that leaves a lasting impact.