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

🔗 Listen or Watch:

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