Paramount+ Australia has partnered with NEL Restaurant fto launch ‘Eat Your Heart Out’, an 11-course degustation experience celebrating the streaming release of Yellowjackets Season Three.
On Monday night, NEL Restaurant’s Surry Hills venue was transformed, immersing guests in the world of Yellowjackets.
Special guest Simone Kessell – New Zealand-born AACTA nominated actress known for her role as adult Lottie Matthews – engaged with diners as they stepped into a wilderness brought to life with foraged botanicals, flickering candlelight, and haunting details inspired by the series.
Over three hours, the lines between fine dining and survival were blurred, making for an experience as unsettling as it was indulgent.
Each course mirrored the show’s descent into desperation, beginning with light, foraged bites before escalating into richer, more primal flavours.
Diners started with delicate offerings like ‘Leaves with the Lottie’ and ‘Pork on Pyre,’ evoking the resourcefulness of the wilderness. As the menu unfolded, the dishes grew bolder - ‘Ear au Jackie,’ ‘Queen of Hearts,’ and ‘Head of the Table’ pushed boundaries, challenging guests to embrace the raw intensity of survival.
Chef Nelly Robinson’s masterful storytelling through food blurred the line between necessity and indulgence, leaving diners captivated.
The immersive experience continues throughout the week, hosting lucky Yellowjackets fans who won a spot at the table for them and a friend, through a consumer competition hosted on NEL Restaurant website.
Paramount+ Australia VP marketing and growth Louise Crompton said the brand is always looking for innovative ways to deepen connection with fans.
"This unique experiential activation at NEL Restaurant is a perfect example of how we’re blending storytelling with immersive experiences," Crompton said.
"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.”
For the first time, Paramount+ Australia adopted an integrated ‘agency village’ approach for this campaign, partnering with DO. Agency, We Are Different, and Hello.
The ‘Eat Your Heart Out’ campaign spans experiential, earned media, influencer engagement, digital, and social media partnerships, with the key agencies working together to achieve an integrated campaign across all touchpoints.
DO. Agency leads the creative direction, driving the collaboration with NEL Restaurant, while We Are Different manages earned media, securing national coverage and a consumer competition including a partnership with Urban List.
Hello oversees social content and supports influencer partnerships, ensuring the campaign reaches audiences across multiple touchpoints.
Do. Agency owner and managing director Paul Coles said Yellowjackets masterfully blends survival, mystery, psychological horror, and coming-of-age elements, pushing the limits of creativity and storytelling—often leaving us with a sense of discomfort.
"So, it felt only right to celebrate Season Three with a launch concept that mirrored this boldness," Coles said.
"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?’”
Credits:
NEL Restaurant: Culinary Direction – Nelly Robinson, Head Chef/Owner, NEL Restaurant.
Creative Agency: DO. Agency
PR Agency: We Are Different
Social Agency: Hello
Paramount Australia:
Louise Crompton, VP Marketing & Growth, Paramount+.
Mikki Katz, Senior Creative Director, Paramount+
Emma Petersen, Title and Entertainment Senior Marketing Manager, Paramount+.
Lauren Downie, Senior Marketing Manager, Brand and Content, Paramount+.
Peter Andrew, Head of Media and Integrated Planning, Paramount+.
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