Jim's Table x Waitrose
Waitrose invited one of the most in-demand food creators of 2026, Jim's Table, to take part in their Pancake Day campaign.
The brief centred on creating a recipe that felt both intriguing and accessible, encouraging audiences to try something different this Pancake Day while still nodding to classic favourites. Built around the campaign message, “Say It With Food,” the content struck a balance between creativity and familiarity, making it highly shareable.
By tapping into a culturally relevant moment and giving it a fresh twist, the campaign resonated strongly with the creator’s audience - driving over 100K views, and reinforcing the power of creator-led storytelling to bring brand messaging to life in an authentic, engaging way.
AD Pancake Day is incoming, and @waitrose challenged us to switch things up, so we did. say it with food and try this one for a change this year. Tag us in your results!! #HomeOfFoodLovers
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Jim's Table x Waitrose
Waitrose invited one of 2026’s most in-demand food creators, Jim's Table, to take part in their Pancake Day campaign. Tasked with creating a unique, standout recipe, the content balanced fresh ideas with classics. Built around “Say It With Food,” it drove 100K+ views.
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