The latest food and beverage industry news and trend analysis

Vital Proteins® is set to execute a high-profile experiential marketing activation during New York Fashion Week (NYFW), launching the Vital Diner at the iconic Empire Diner. The limited-time pop-up is strategically positioned at the intersection of beauty, wellness, and nutrition, targeting the often-overlooked backstage workforce—makeup artists, stylists, and crews—rather than the traditional consumer-facing runway audience.

The concept transforms a classic diner environment into a "collagen-powered" wellness hub, offering a complimentary sit-down experience designed to support the physical demands of fashion week professionals.

Strategic Partnership: Patrick Ta

To anchor the activation with industry credibility, Vital Proteins has partnered with celebrity makeup artist Patrick Ta. Known for his "skin-forward" aesthetic, Ta’s involvement aligns the brand’s ingestible beauty proposition with top-tier cosmetic standards.

The collaboration includes:

• Menu Innovation: The "BE GOOD" by Patrick Ta Smoothie, featuring Unflavored Collagen Peptides.

• VIP Hosting: Ta will host exclusive experiences within the space.

• Digital Storytelling: A content series spotlighting the behind-the-scenes talent of Fashion Week, extending the campaign's reach beyond the physical footprint.

Brian Groves, President of Vital Proteins, commented on the strategy: "Behind every runway look is a team working nonstop – often unseen, but truly vital. The Vital Diner is our way of celebrating the behind-the-scenes teams and giving them a place to recharge and feel supported during one of the industry's most demanding weeks."

Menu Innovation: Functional Foodservice

The activation serves as a showcase for the versatility of Vital Proteins' product line within a foodservice setting. The menu reimagines diner staples by infusing them with Collagen Peptides, demonstrating how functional ingredients can be integrated into diverse culinary applications without compromising flavour.

Key Menu Highlights:

• Haute Latte: Espresso with a choice of bovine or marine collagen.

• Power Stack Pancakes: Rye pancakes with collagen-infused whipped cream.

• Avo-Aesthetic Toast: Sourdough with collagen-infused avocado mash.

• Catwalk Caesar: Salad featuring a collagen-infused dressing.

• Revive and Thrive Roast: Roast chicken with a collagen-infused vinaigrette.

Amplification and Experience Design

Beyond the food and beverage offering, the Vital Diner is designed as a "third space" for networking and rest. The venue features a "Power-Up Powder Room" for beauty refreshes and a specialised photo booth to drive user-generated content (UGC).

To ensure broader visibility, Vital Proteins has secured an editorial partnership with Vogue. This media tie-in will feature storytelling that highlights the activation and reinforces the brand's positioning as an essential component of the fashion and beauty ecosystem.