Group of women standing in front of a promotional booth for cookbook author Melissa King, with a bouquet of red tulips and a kitchen setup behind them. A large sign mentions meeting Chef Melissa King and preordering her upcoming cookbook.

CITIBANK

Taste of the nation 2026

A woman in a black dress with gold stripes smiles and accepts a glass of orange drink from a person wearing grey gloves at an event with a green hedge wall. The wall displays logos of Citi and No Kid Hungry.

the challenge

Citi entered Taste of the Nation as a returning headlining partner with strong equity and a meaningful role to play. The opportunity was to build on that foundation and create an experience that felt more connected, more intentional, and more reflective of what the brand stands for. 

In a night filled with standout culinary moments and a powerful cause, the goal was to create a presence that felt distinct without competing for attention. Something guests would naturally move toward, not just pass by. 

At the same time, the experience needed to deepen the value of being a Citi cardmember. Not just through access, but through a series of moments that made that access feel earned, considered, and worth remembering. 

the SOLUTION

SoHo designed a journey that unfolded across the entire event. 

From the moment guests arrived, access became the first signal. A dedicated entry, a credential, a sense that the experience would be different from the start. From there, each touchpoint added something new. 

A celebratory champagne moment that invited participation. A chef’s corner that created real connection. Unexpected, exclusive bites that rewarded curiosity. Every element was designed to build on the last, turning the night into something guests could move through, not just attend. 

Nothing felt separate. Everything worked together to create a system where the brand showed up through experience, not interruption. 

By the end of the night, Citi wasn’t just present. It was felt in the moments guests chose to stay in, talk about, and carry with them after the event. 

Two women at a book signing event, with cookbooks titled 'Cook Like a King' on the table, and a sign promoting meeting Chef Melissa King.
A man dressed in black, smiling, holding a drink in one hand and raising it. He is standing in front of a green hedge wall with logos for Citi and No Kid Hungry. The wall has large windows above and a framed sign on the right.
Stacked cookbooks and magazines on a wooden table with a person in the background holding more books.
Two women smiling and looking at reading materials at an indoor event, with one holding a drink in a plastic cup with orange slices, and wearing a black blazer and maroon skirt; the other woman has dark hair and is also engaged with the materials.
People browsing magazines or brochures at a table in a public space.
A woman with braids holding a glass of champagne smiling at the camera at an event with a green decorative wall behind her showing logos for Citi, Nokid Hungry, and a sign that says Ring for Bubbles.
A woman casting a ballot at a voting station with a sign that reads "GET YOUR STAMP HERE!" and features the Citi and No Kid Hungry logos.
A woman with a shaved head, wearing a white shirt with a Citi logo, dark jeans, and silver sneakers, stands outside of an industrial-style building with a seated crowd in the background. She is holding multiple event lanyards and a booklet titled 'Ni
A woman in a tan jacket and sunglasses is smiling while handing a small plate of food to another woman at a table with a red tablecloth. There are plates of food, a vase with purple flowers, and a sign that says "Get your stamp here!" in the backgrou
Various bottles of wine displayed on a wooden table with wooden crates, set against a dark, metal, slatted background.
A lively indoor event with people gathered around tables and bars, featuring a rustic wooden sign that says 'The Cellar,' with exposed industrial pipes, graffiti art on the wall, and people socializing and enjoying drinks.
A person holding multiple copies of a cookbook titled 'Cook Like a K' in a store or event setting. The person is wearing a white shirt with an orange wristband and a black watch on their left wrist. In the background, there are shelves with various i
A man with glasses and a microphone speaking on a stage at a NO KID HUNGRY event, with a DJ and audience visible in a dimly lit environment with decorative lighting and a sign that reads 'Share Our Strength'.
Two women smiling and holding a champagne glass at a crowded indoor event, with a dark background and purple lighting.
A person wearing white gloves holding a glass of champagne behind a green hedge wall with the Citibank logo partially visible.

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