Drake and Morgan X Annabel Karmel: Launching Their First Childrens Menu

The Commercial Challenge
Drake + Morgan's brunches, terraces and pre-theatre offering have always skewed towards an adult crowd. For their first-ever children's menu, spanning first purees through to mains for children up to 12, they partnered with Annabel Karmel MBE, the UK's leading children's food expert, to design and curate it. The brief was to capture why the menu had been built the way it had, from hidden vegetables to genuinely appealing flavours, and to put real children in front of the food to show it landing.

Our Strategic Approach
Annabel talked directly to camera about the thinking behind the menu, before moving into serving and interacting with a group of children and families trying the dishes for the first time. We worked across a mix of family setups and age groups, from toddlers eating a puree for the first time to older children tucking into a family favourite, capturing genuine reactions rather than anything staged.

The Deliverables
Three fully edited videos: one landscape and two portrait, including a dedicated Annabel Karmel talking-head piece
Over 50 colour graded portrait clips and 20 landscape clips, giving Drake & Morgan a bank of ready-to-use content beyond the main edits
All assets colour graded and cut down, ready for the client to build further content from

The Production Reality
We were booked with two days' notice, so the whole project moved fast, aligning the brief, the creative approach and expectations in a very short window. The shoot itself ran across five hours in a working restaurant open to the public, which meant capturing clean audio around genuine background noise. A separate agency had also been booked for photography on the same day, so we worked closely alongside them to make sure both teams got what they needed from the same space and time without getting in each other's way.

Filming with children added its own pace, particularly with under-threes, who don't take direction the way adults or older children do. Despite the short notice and tighter timeline, we delivered everything the client needed within the five hours.

The Commercial Outcome
The finished films and clip bank gave Drake & Morgan a flexible content library to support the launch of their first children's menu, built to work across their social channels well beyond the initial reels.