Twenty Two Media has launched The foodism Creator Program, a new strategic initiative pairing Toronto’s most respected food, drink, travel and lifestyle creators with foodism’s media ecosystem.
Recognizing that social-first content has reshaped how people discover dining, travel and local experiences, the new program will collaborate with well-known creators to produce captivating, mobile-first storytelling distributed across both creator channels and foodism’s owned platforms, explained the company.
Six brand ambassadors have been onboarded to represent key culinary and lifestyle pillars:
- Romain Avril @chefromainavril (Chef & Recipe Developer)
- Quentin Meloff @quentinmeloff (Hospitality Industry Insider)
- Solmaz K @thecuriouscreature (Culinary Travel Expert)
- Renee Sferrazza @wine.by.renee (Sommelier & Wine Educator)
- Brenton Mowforth @cheerstohappyhour (Mixologist & Cocktail Creator)
- Ryan Hinkson @eatfamous (Local Restaurant Explorer)
Ambassadors carefully curated and vetted
For foodism’s brand partners, the company said the program offers a turnkey way for brands to participate, with foodism managing everything end-to-end: from campaign briefs and creator matching to production, editorial oversight, platform optimization and multi-channel amplification.
Unique to this program, ambassadors are carefully curated and vetted for alignment with foodism’s editorial standards, giving brands access to content guided by a trusted media brand with deep credibility within the local food and beverage scene. The result is a premium, brand-safe environment where partners can reach engaged audiences through authentic creator storytelling backed by foodism’s authority, it added.
“With the constantly evolving media landscape, audience behaviours have shifted, and people are increasingly discovering dining, travel and local experiences through social content,” said Krista Faist, Founder of Twenty Two Media and Publisher of foodism. “By pairing our creators with foodism’s production team, brands get mobile-native video backed by editorial trust.”
The foodism Creator Program is now live and available for brand partnerships. For more information on the foodism Creator Program, including deliverables and pricing click here.
Audience behaviour has shifted
Twenty Two Media is a women-owned and women-led Canadian publishing house and creative agency founded in 2015 that produces premium consumer content.
Faist said the initiative launched now because audience behaviour has shifted — people increasingly discover local dining and lifestyle through social-first vertical video, and advertisers are prioritizing authentic creator partnerships.
“While print, digital display and editorial stories remain vital for establishing brand authority, social-first vertical video has become essential for discovery,” she said.
“Our brand partners know vertical video is essential to a complete media mix, but often struggle to produce or invest in content that feels authentic and maintains brand safety and editorial polish. We are launching this program to offer brands the best of everything. We want them to have their cake and eat it too!”
Faist said the creator program is going to expand its ability to work with its clients.
“We already bring a solid media mix to the table with print, web, newsletter, social and experiential and now we’re adding creator story-telling. So if you love foodism, our audience and what we produce, this is a way to further keep everything under one roof. And that’s really the biggest business opportunity here: brand teams are BUSY, and they want less and less segmentation with their media spend, creative and campaign execution. We offer it all under one trusted brand,” she said.
“When we set out to build this roster, we weren’t just looking at follower counts or vanity metrics-we wanted creators who represent the absolute best of Toronto’s food, beverage, and lifestyle culture and have real authority in their specific niches.
“Each of these six creators brings legitimate expertise, whether it’s chef-led culinary content, sommelier-backed wine education, craft mixology, or local restaurant discovery. More importantly, they’ve built high-trust, highly engaged audiences who actually take their recommendations. They share our standards for visual polish and brand safety, making them a seamless extension of the foodism brand.”
Completely turnkey process
Faist said the creator program is a completely turnkey process.
“We handle everything end-to-end—matching the brand with the right creator, handling strategy and scripting, leading production, and managing all approvals. Distribution is where the real value lives: every campaign combines organic creator posting with guaranteed reach across foodism’s channels—including custom vertical video, newsletter inclusion, and built-in targeted paid media amplification. Rather than selling one-off posts, we’re focusing on offering this as a premium add-on to broader foodism media packages. Pricing is performance-backed based on guaranteed impressions, giving brands turnkey production, authentic storytelling, and publisher scale in one seamless buy,” she said.
“We measure success by campaign performance and audience growth. For advertisers, we prioritize reach, view completion rates and real engagement like saves and shares, which indicate genuine consumer interest. We’ve also integrated third-party creator analytics tools so our partners receive clear, verified reporting across both creator and foodism channels.
“Commercial success also looks like repeat partnerships, strong campaign sales and expanded audience reach. Ultimately, a winning campaign is one where the brand sees real cultural relevance and product consideration, our creators produce content they’re proud of, plus our audience discovers something new and exciting.”
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