We’re thrilled to announce that Northcote has been awarded the Best Marketing Campaign Award at the Cateys 2025, sponsored by United. This honour recognises the outstanding success of our campaign for Obsession 25, celebrating 25 years of our renowned gastronomic festival.

A Quarter Century of Culinary Excellence

Obsession has grown from humble beginnings into one of the UK’s most iconic culinary events. As The Caterer described:

“Northcote’s Obsession has cemented its position as the UK’s leading gastronomic event, largely due to the luxury hotel’s commitment to a highly effective and strong marketing strategy that has delivered exceptional reach, sales and engagement.”

Record-Breaking Demand and Results

  • 10,000+ enquiries for just 1,000 covers
  • 1,572 guests over 17 days
  • 97 dishes by 22 world-class chefs
  • 27 Michelin stars represented
  • 1,100% return on investment

A Campaign Built on Strategy and Storytelling

Our four-month campaign included:

  • Email marketing and social media outreach
  • A new online ballot system to manage demand
  • A 10-day digital countdown with exclusive interviews
  • Over 40 social media reels and behind-the-scenes content
  • 820,000 views, 1.8 million impressions and 65,000 engagements

We also partnered with Q Communications to secure national exclusives and hosted journalists and influencers throughout the event.

Sponsorship and Collaboration

Thanks to the support of our partners – including San Pellegrino, Belazu, Louis Roederer Champagne, Bentley and Sarah Layton Jewellers – we secured a six-figure sponsorship sum that helped elevate the campaign even further.

Impact Beyond the Plate

The campaign raised £77,000 for Hospitality Action and supported Eye Nepal, our international charity partner focused on early years education.

What the Judges Said

“This event has grown over time to become an iconic gastronomic event. The occasion is now celebrating its 25th anniversary – testament to the success of the moment. This entry was so thorough, and I love how they included so much of the incredible feedback from attendees.” – Lizzie Barclay

“A clear and concise campaign that puts their passion at the forefront and understands their audience. The legacy campaign was beautifully executed and commercially returned tenfold.” – Ruth Carpenter

Looking Ahead

Obsession has often been called the “Glastonbury of gastronomy” – and after 25 years, it’s clear that the energy, creativity and passion behind it are only growing stronger.

We are incredibly proud of the hard work that goes into everything we do for Obsession. This year’s 25th anniversary, Obsession25, was a true joy to bring to life and a fitting celebration of such a momentous milestone. Congratulations to the Northcote Marketing Team – Kaye Mathew, Cilla Lowe, and Olivia Parry – as well as our driving forces, Craig J Bancroft FIH MI and Lisa Goodwin-Allen. And congratulations to Rosa Brough and her team at 7FIFTY (Video Production) and David Scholes Photography for bringing Obsession to life through their lenses.

Read More

Click here to read the full article on The Caterer