Juntos UK × The Creative Design

One city. Six weeks. A celebration of Latin American food and culture.

Ruta Gastronómica brought together more than 60 restaurants across London. We supported the campaign through creative direction, visual communication, on-location content production and live event coverage.

Campaign mark
London · 2026

Participating restaurants: 60+Participating restaurants
Restaurants filmed on location: 27Restaurants filmed on location
Aggregate cross-platform views: Nearly 1MAggregate cross-platform views
Of campaign activity: 6 weeksOf campaign activity

The campaign

From a restaurant route to a city-wide cultural campaign.

Ruta Gastronómica invited Londoners to discover Latin American restaurants, support independent businesses and experience the cultures behind each dish.

Every participating restaurant introduced a special £8 dish as part of a six-week programme of regional celebrations, activations and events.

Signature dish: £8Signature dish
Weeks of route: 06Weeks of route
Regional chapters: 05Regional chapters

Mexican tostada with slow-cooked meat and fresh herbs

Peruvian dish photographed from above in a hand-glazed bowl

Ceviche served in a pale blue bowl with radish and herbs

Large group portrait at the launch event with performers in traditional Latin American dress

Launch event — London, week 01

Host addressing guests with a microphone at the Ruta Gastronómica launch event

Maka's causa plated from above on a deep blue plate over a woven Andean textile

Close-up of a layered causa with sauces, tomato and microherbs at Maka

The challenge

More than 60 restaurants. One connected story.

The campaign needed to bring together independent restaurants, multiple countries, different London communities, weekly programmes, sponsors and live events — while giving every participant space to retain their own identity.

How do you create one recognisable campaign without making every story feel the same?

Our role

Building the campaign across places, people and platforms.

The Creative Design worked across the campaign’s visual communication, editorial and content ecosystem, producing the digital, printed and audiovisual assets required to sustain six weeks of restaurant visits, weekly activations and live events.

Chef Omar of Colibrí spreading purée onto banana leaf across a line of plates

01Creative directionOne system across six weeks
02Visual communicationIdentity, weekly creative, activation
03Digital and print assetsPassport, posters, in-venue pieces
04Photography27 restaurants documented on location
05Video productionReels, teasers and weekly recaps
06Restaurant storytellingFounders, chefs and signature dishes
07Social media contentTwo connected accounts
08Event coverageWeekly activations and launches
09Grand Final productionLive judging and awards night
10Cross-platform amplificationInstagram, TikTok, YouTube Shorts

The campaign system

A visual system designed to travel.

Four core outputs held the route together — from the campaign identity to the official magazine, a principal creative deliverable in its own right, and the Grand Final artwork.

The official magazine

Ruta Gastronómica Iberoamericana · London 2026 · 37 pages

Turning the campaign into an editorial experience.

s part of the campaign’s visual ecosystem, The Creative Design created the official Ruta Gastronómica magazine — an editorial publication bringing together the participating restaurants, campaign stories, cultural context, partners and the wider experience of the route.

The magazine extended the campaign beyond social media, creating a tangible and lasting piece that audiences, restaurants and partners could explore throughout the programme.

Format: A4 · print & digital
Extent: 37 pages
Chapters: 5 regions
Role: Editorial design & direction

Read the official magazine Open accessible PDF

Cover of the official Ruta Gastronómica Iberoamericana London 2026 magazine — Cover — open p.1

Magazine spread showing the Iberoamerican food map of London beside the guide to exploring the route — Iberoamerican food map of LondonOpen pp.8–9

Magazine spread introducing the Mexico and Central America chapter with its participating restaurants — Mexico & Central America chapterOpen pp.11–12

Magazine spread introducing the Peru and Bolivia chapter with participating restaurants and venues — Peru & Bolivia chapterOpen pp.19–20

Magazine spread introducing the Colombia and Ecuador chapter with participating restaurants — Colombia & Ecuador chapterOpen pp.26–27

On location

27 restaurants. 27 different stories.

We produced photography and video content on location across 27 participating restaurants, documenting signature dishes, preparation processes, founders, chefs, venues and the stories behind each business.

Mexican tostada finished with coriander and crisp onion at Paladar

Chapter 01
Tostadas, salsas and slow-cooked meat — the loudest, most colour-saturated leg of the route.
- La Chingada
- Guacamoles
- Jalisco
03 restaurants filmed
Chapter 02
Ceviche, causa and jalea photographed within minutes of leaving the pass.
- Tacacho Van Gogh
- Piscos Dalston
- Maka
- Chan Chan
- Koma
- Mikos
06 restaurants filmed
Chapter 03
Family kitchens, arepas and soups — the businesses that anchor whole neighbourhoods.
- Taste of Colombian Delights
- El Señorío Criollo
- El Rincón Colombiano
- El Sabor de Ramona
- Santa Fe
- Migues
- Olis
- Blankita
- Paladar
- Las Delicias de Juancho
- El Paisa
- La Familia
- Arepa & Co
13 restaurants filmed
Chapter 04
Highland cooking and migrant history, told through the people behind the counter.
- La Hueca
- Colibrí
02 restaurants filmed
Chapter 05
Andean plates and a diaspora kitchen cooking for its own community first.
- Jenecheru
01 restaurants filmed
Chapter 06
The Iberian end of the route — the Spanish kitchens that close the Iberoamerican circle.
- Luna Llena
- La Flamenca
02 restaurants filmed

Behind the dishes

Craft, captured in motion.

The content moved beyond finished dishes. We documented the preparation, precision and creative decisions behind each plate, giving audiences a closer connection to the chefs and restaurants of the route.

Chef piping a bright orange purée from a pastry bag while preparing a competition dish

Preparation

Before the first plate leaves the pass.

We filmed the quiet hours — mise en place, purées, stocks and the setup that decides how a service will run.

Seasoning

The decisions made by hand.

Salt, spice and timing. Close-range coverage of the gestures that carry a family recipe into a London kitchen.

Chef Omar of Colibrí seasoning duck breasts in the kitchen before service

Technique

Craft that belongs to a region.

Each chef worked with the methods of their own cuisine, and the content followed that technique rather than a single house style.

Plating

The moment the dish becomes a story.

Final assembly, captured plate by plate, so audiences met the £8 signature dish exactly as guests would.

Different countries. Different techniques. One shared table.

A gastronomic portrait

Inner spread of the printed gastronomic passport showing the route's restaurant stamps

Colombian-style soup with prawns and fresh leaves

Maka's ceviche with choclo, cancha, sweet potato and crisp seafood

Charred lamb chops from Colibrí served on banana leaf with cucumber and chilli sauce

Three Maka dishes lined up along a wooden table

Four chefs standing behind their dishes during the Grand Final cook-off

Competing chefs from participating restaurants before judging begins

Culture beyond food

People, music and the cultures behind the food.

Alongside restaurant production, we captured community activations, live performances and conversations that expanded the campaign beyond the plate — including interviews with the Ambassadors of Ecuador and Peru.

Host and judges presenting a certificate at a campaign event

Guests, chefs and community figures gathered at a Ruta Gastronómica launch event

Chefs representing participating restaurants at a campaign evening

Guest holding branded partner merchandise at a campaign event

Social ecosystem

One campaign. Two connected audiences.

Rather than relying on a single account, the campaign connected Juntos’ established community with a dedicated Ruta Gastronómica platform, giving restaurant stories a focused home.

Juntos

Established audience and amplification

Ruta Gastronómica

Dedicated campaign storytelling and community

Live acoustic performance during a restaurant activation at Tacacho Van Gogh

Peruvian dish plated with cured fish, chilli and microherbs at Paladar

Peruvian ceviche plated in a pale blue bowl at Tacacho Van Gogh

Digital impact

Turning cultural participation into digital discovery.

Across Instagram, TikTok and YouTube Shorts, the campaign-period social ecosystem generated nearly one million views.

Aggregate cross-platform views

Nearly 1M

Aggregate views reported by Instagram, TikTok and YouTube Shorts. The campaign ran for six weeks; the Instagram figures come from a 60-day account reporting window. These are platform view counts, not unique viewers.

Smoked duck from Colibrí sliced over banana leaf with fruit salsa and orange purée

Instagram views across two accounts: 847,580Instagram views across two accounts
Instagram interactions: 30,167Instagram interactions
Net new Instagram followers: 2,362Net new Instagram followers
Approximate TikTok views: 98.5KApproximate TikTok views
New TikTok followers: 1,200+New TikTok followers
Approximate YouTube Shorts views: 20KApproximate YouTube Shorts views
Approximate share of Instagram views from non-followers: 75%Approximate share of Instagram views from non-followers

Source: Instagram and TikTok account reporting. The campaign itself ran for six weeks; the Instagram figures are drawn from a 60-day reporting window across the Juntos UK and Ruta Gastronómica accounts, so the window is longer than the campaign. Juntos UK acted as the principal amplification channel. TikTok and YouTube Shorts figures are approximate. All view counts are aggregate platform views — they are not unique viewers, and they do not measure restaurant covers or sales.

Events

From weekly activations to the Grand Final.

The campaign unfolded through restaurant visits, weekly launch events and a final celebration bringing together participating businesses, chefs, judges, performers, sponsors and the wider community.

A campaign that became a cultural experience.

Ruta Gastronómica demonstrated what can happen when strategic communication, consistent content and real-world community participation work together. Across six weeks, the campaign connected restaurants, audiences and cultures through one evolving story.

More than food. A route through the people and cultures shaping Latin American London.

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