Paramount+ Australia has teamed up with Sydney’s NEL Restaurant to launch Eat Your Heart Out, an 11-course degustation inspired by the upcoming third season of Yellowjackets.
The partnership blends streaming entertainment with experiential marketing, offering an immersive fine-dining event that reflects the show’s themes of survival and primal instinct.
Held at NEL’s Surry Hills venue, and curated by chef Nelly Robinson the experience transformed the restaurant into a setting reminiscent of the series, complete with foraged botanicals, flickering candlelight, and atmospheric details. Special guest Simone Kessell, who plays adult Lottie Matthews in Yellowjackets, attended the event, engaging with guests as they explored a menu designed to echo the escalating tension of the show.
Chef Nelly Robinson, Beverley McGarvey Simone Kessell and Louise Crompton.
Dishes progressed from delicate, foraged bites to more intense flavours, with names like “Ear au Jackie,” “Queen of Hearts,” and “Head of the Table” reinforcing the show’s survivalist themes.
The event is running throughout the week, with Yellowjackets fans securing seats via a competition hosted on NEL Restaurant’s website. The collaboration highlights how streaming platforms like Paramount+ are leveraging experiential activations to engage audiences, turning exclusive content into immersive, real-world experiences that generate buzz and deepen fan engagement.
Louise Crompton, VP marketing and growth Paramount+ Australia spoke about the collaboration saying: “We are always looking for innovative ways at Paramount+ to deepen our connection with our fans. This unique experiential activation at NEL Restaurant is a perfect example of how we’re blending storytelling with immersive experiences.
“It’s not just about watching a show – it’s about allowing fans to feel as though they’re stepping into the world of Yellowjackets, engaging with the narrative in a way that’s unforgettable. The intimate setting and attention to detail provide an exclusive opportunity for fans to truly live and breathe the show, all while indulging in the culinary experience,” Crompton said.
The experience at NEL.
‘Agency village’
For the first time, Paramount+ Australia has implemented an integrated ‘agency village’ approach for its Yellowjackets Season 3 campaign, collaborating with DO. Agency, We Are Different, and Hello. The strategy brings together experiential activations, earned media, influencer engagement, digital, and social partnerships to create a multi-channel campaign.
DO. Agency is leading the creative direction, overseeing the Eat Your Heart Out dining experience in partnership with NEL Restaurant. We Are Different is managing earned media efforts, including national coverage and a consumer competition with Urban List, while Hello is driving social content and influencer engagement to maximise audience reach. The campaign aligns with the show’s intense themes, using a high-impact marketing approach to generate buzz.
Paul Coles, owner and managing director of DO. Agency, described the concept as a bold reflection of the show’s mix of survival, psychological horror, and coming-of-age storytelling. “We challenged Chef Nel with a brief that was as unconventional as the show itself: ‘How do we serve Jackie’s ear on a plate while keeping it refined and fine dining?'” Coles said.
