The Sydney Royal Easter Show is bringing the ‘viral heat’ with novelty as the new taste bud for Gen Z.
The annual fair is leaning into viral food culture in 2026, launching a new social-first initiative with Connecting Plots Group to draw younger audiences through highly shareable food experiences.
Called The Winning Bite, the activation spotlights limited-edition food and drink creations developed by vendors exclusively for this year’s show, positioning novelty food as a key audience hook ahead of opening day.
The initiative is fronted by creator Vincent Lim, who invited vendors to submit standout creations designed to generate attention online and on-site.
Food creators judge the most shareable dishes
Entries were judged by a panel including Eddie Stewart from Tokyo Lamington, food creator and cookbook author Tom Smallwood, and former MasterChef Australia contestant Depinder Chhibber.
Submissions were assessed on taste, originality, visual impact, novelty and overall show appeal.
Frances Jewell, head of marketing at Royal Agricultural Society of New South Wales, said the initiative expands the show’s appeal beyond traditional attractions.
“From farm animals and rides to showbags, live entertainment and diverse food and drinks, the Sydney Royal Easter Show has always been about discovering family-favourite experiences you can’t find anywhere else,” Jewell said.
“With The Winning Bite, we’re celebrating the incredible creativity of our vendors while giving people another reason to keep coming back to the Show.”
“It also offers younger audiences a fresh reason to attend, turning the Show’s most delicious and shareable dishes into an experience people will want to see, taste and brag about.”
Creating FOMO
Tom Phillips, chief executive officer and co-founder of Connecting Plots Group, said the platform was built around how younger audiences interact with food experiences online.
“For this year’s Sydney Royal Easter Show, we wanted to build a platform to create FOMO before the gates even open,” Phillips said.
“We know novelty and first to try is a currency for Gen Z. They’ll queue for it, photograph it and share it on social.”
“The Winning Bite taps directly into that behaviour, turning the Show’s most creative food into the hero of the story and a cultural moment in its own right.”
The campaign is being supported through PR, influencer activity, organic and paid social, EDMs and on-ground promotion, with visitors also able to vote for a People’s Choice award.
Show extends ‘Find Your Happy Place’
The Winning Bite runs alongside the broader 2026 campaign for the Sydney Royal Easter Show, which refreshes its long-running “Find Your Happy Place” platform across television, outdoor, social and online video.
The wider campaign continues to balance core show traditions with newer experiences designed to position the event as both a family outing and a social content destination
Top Image: Sydney Royal Easter Show