Is it new or different? 

Think outside the bun! Is there a fresh twist on a classic, or something truly innovative that no one has seen before? This could be groundbreaking fusion of flavours, a creative use of new ingredients, or an unexpected take on a well-known burger style. 

Is there a newsworthy trend or current event angle? 

Take a cue from the world around us. Is your burger aligned with a trend or cultural shift that’s buzzing this year? (or will be buzzing by August ). Tapping into the zeitgeist of the year can make your burger both relevant and highly shareable.

Does it look good on camera? 

Visual appeal is key not only for the gram but also for media coverage. Consider how your burger will look in photos or on TV. Media also loves behind-the-scenes shots of the burger being made, from assembly to the first bite.

Is there a human interest or bizarre element? 

Media loves stories that evoke emotion or surprise. Does your burger have a heart-warming backstory? Maybe it’s tied to a local charity, or it features a surprise twist that will make people smile, laugh or gasp.

Is it extreme? 

Media love a superlative. Is it the biggest, smallest, saltiest, sweetest, oldest, or most expensive? is it 100% vegan or full on meaty, going all out in one direction will help you stand out.

Is it sustainable or charitable?  

Zero waste, clean and green, 100% reusable and recyclable, does it support a cause or benefit others? If yes, highlight this - people love a burger with a purpose.

Is it more than a food story?

Does it link to art, culture, tech, film, music or tell a wider business story that could appeal to different media outlets? Burger stories that tie into broader conversations often gain media traction across multiple outlets.

Is it uniquely Wellington (or undeniably Kiwi)? 

We are Visa Wellington On a Plate after all, and this is our time to shine nationally and internationally as New Zealand’s culinary AND creative capital. 

Is there a cultural element? 

We are Aotearoa’s capital city and our diverse cultures and communities are something to be celebrated and explored.