Not Actual Size

BMW’s relationship with the middle classes was increasingly being squeezed by competitors, and they wanted an initiative that would help it re-engage them. Inspired by research suggesting the number one passion of this audience was food, Not Actual Size devised The Good Food Ride - 101 of the UK’s most exciting and quirky food adventures. From the most rock ‘n’ roll breakfast to the best cabbies curry, Not Actual Size research prompted BMW and its audience to think about the journey, as part of the broader experience.

The guide delved into the world of farmers’ markets and food miles, uncovered a range of drives, and also produced a series of ‘taste drive’ podcasts featuring commentary from Heston Blumenthal. The press launch was held at The Fat Duck in Bray (the first destination in the book).  The content was also uploaded to the GPS systems of all new BMW cars, and could be downloaded as either a podcast or a printed guide and map—and then, of course, driven. Consumers were also encouraged to upload their own recommendations on a micro-site.

The Observer Food Monthly serialised the guide, which was also available on Amazon, and in all BMW dealership and every destination it highlighted. More than 40 leading titles, such as Olive, GQ, The Sunday Times, Country Living, The Independent and The Guardian covered the guide.

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