Brand activation using innovation centres W/ Ian Toal (Oscar Mayer)

What does it take to reinvent food innovation? 🍴
In this episode of CX Insider, we sit down with Ian Toll, CEO of Oscar Mayer UK, to uncover the story behind the Gastro Hub — a fully choreographed innovation centre built to transform how ideas in the food industry are created, tested, and brought to life.

Ian shares his journey from leading global restaurant chains to pioneering immersive innovation at Oscar Mayer. Discover how choreography, sensory experiences, and collaboration are redefining how the food manufacturing industry innovates.

This episode is a masterclass in creativity, leadership, and customer experience — for anyone passionate about innovation that actually tastes different.

🎧 Brought to you by EME Worldwide — experts in brand and experience design.

00:00 – Welcome to CX Insider
00:31 – Introducing Ian Toll, CEO of Oscar Mayer UK
00:52 – Ian’s 38-year career journey in food and drink
01:38 – The transformation of Oscar Mayer UK
03:00 – What is the Gastro Hub and how did it begin?
05:18 – From idea to innovation: designing the perfect hub
06:23 – The six chapters of the Gastro Hub experience
07:09 – Inside Mission Control: setting the stage for innovation
09:00 – Sensory insights and customer testing
10:48 – Rethinking packaging and sustainability
13:35 – How immersive environments spark creativity
14:24 – What clients gain from the Gastro Hub experience
16:53 – The power of choreography in innovation
18:05 – Designing every detail: from carpets to antiques
20:14 – The difference between a showroom and an innovation centre
21:25 – Empowering teams through creativity and collaboration
22:53 – Why sensory engagement matters
25:37 – The post-Covid innovation culture
27:00 – Building purpose-driven experiences for the future
29:05 – Making Wrexham the UK’s hub of food innovation
30:12 – Collaboration and creative problem-solving
32:42 – Building the Gastro Hub in just 13 weeks
34:21 – Merging tech, design, and human experience
35:11 – Final thoughts and key takeaways

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🔗 Listen or Watch:

📺 YouTube: https://youtu.be/HI4sc5a0nqo