New Look, Same Tastee: Creative Digital Rebrand Ideas to Revive the Brand Online

My first patty love was Tastee Patties, and to be honest, it is truly disappointing to see that they have failed to capitalize on and take the brand to new levels. In this blog post, I will break down some of the ideas that I would implement to revive the brand in the digital space to surpass what competing brands are currently doing.

The First Bite

In primary school, Tastee Patties felt like a reward; our end-of-week treasure after saving a few dollars from lunch money each day. That first bite was more than food; it was joy, friendship, excitement, and pure Jamaican childhood wrapped in a flaky crust. The First Bite Campaign will tap into that shared memory, reconnecting generations to the Tastee moment they’ll never forget, while also introducing younger Jamaicans to the brand in a way that feels timeless, cultural, and deeply personal.

Tastee Canteen Makeover Challenge

Tastee Patties has been a staple of school lunches across Jamaica for decades, sponsoring canteen areas and making lunchtime memorable for thousands of students. To celebrate this legacy and deepen the brand’s connection with the next generation, I propose that Tastee will launches the Tastee Canteen Makeover Challenge. A national competition inviting primary and high schools to redesign their Tastee-sponsored canteen space to reflect their unique school spirit, colours, culture, and creativity.

Freeze di Tastee — Hold On to Home

Across generations, Jamaicans at home and abroad share one unspoken tradition: freezing Tastee Patties to carry overseas. Whether heading to the US, Canada, UK, or the Cayman Islands, every trip includes that precious box in the freezer. Carefully packed, double-wrapped, rationed, and treated like gold. This campaign celebrates the emotional connection between Tastee Patties and Jamaican identity, highlighting how the patty becomes more than food; it becomes a piece of home.

Tastee Moments” Lifestyle Mini-Series

Short videos showcasing everyday Jamaican life with Tastee in the scene:
Grab a patty before work
Patty run after school
Patty after football practice
Patty + cocoa bread on the beach
Tastee date night (fun + cute)
“Patty Fridays” at offices

Tastee ASMR Reels

Close-ups of:

Breaking open a patty
Crunching the crust
Steam visuals
Cheese pull
First-time taste videos and reactions for the new generations.
Older generation taking the younger generation to Tastee to keep the tradition alive.

Reheat Like a Pro” Series

Diaspora + locals want to know the BEST way to reheat patties.

Quick reels:

Air fryer method
Oven method
The “foil wrap” hack
The frozen patty reheat

EVENT SPONSORSHIP IDEAS (RECONNECTING TASTEE WITH CULTURE)

1. Tastee High School Road Tour

Serve patties + do fun challenges at:

Champs
School fairs
Talent shows
Debates
Form/Class parties

2. Tastee at Carnival / Dream Weekend / Reggae Sumfest

Pop-up Tastee booth with:

Branded cups
Spicy menus
“Patty & a Drink” event combo deal
Patty-shaped fans

3. Tastee Wellness Day for Corporate Jamaica

Partner with major workplaces for:

Wellness mornings
Free breakfast patty day

TASTEE TALENT SEARCH — DIGITAL REVIVAL (MODERN VERSION)

Structure (Online-First)
Participants upload videos (singing, dancing, poetry, DJing).
Public votes via IG + TikTok.
Weekly finalist showcase on TikTok Live + IG Live.
Judges comment via stitched videos.

Winner gets:

Cash prize
1-year Tastee supply
Appearance at Tastee events
A branded music video shot by the brand

CREATE A NEW TASTEE PATTY

As part of my initiative to engage the public and celebrate Jamaican culinary creativity, Tastee will invite customers to submit ideas for a new, Jamaican-inspired patty flavour. The winning flavour will be permanently added to the menu and carry the name of its creator, providing both recognition for the individual and a unique opportunity for Tastee to strengthen its connection with consumers through interactive, community-driven innovation. Flavours will be submitted online and placed in boxes which be located in Tastee stores.

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