We discovered what a roast dinner actually meant to the people of the UK and uncovered the nation’s roast dinner stories via a series of heroes. We identified heroes across the country, as well as core Toby Carvery fans, and showed what it is about the humble roast dinner that brings people home, back together, and back to their roots - time and time again, no matter the time of year. Learning traditions, the history of the family’s secret gravy recipe, or the one chance a week for a family gathering, we celebrated and showcased a united nation’s love for roast dinner. Working with businessman and television personality, Tom Skinner who catapulted to fame following a stint on The Apprentice and is loved across the nation for his cheeky but feel-good charm. Acting as the host of our series, he was successful in his role - making our heroes feel comfortable and opening up to him on camera about their life. We first worked with Social Bite, our charity partner in Edinburgh, who provided the story for our first hero, Mary. Formerly homeless, she spent time getting back on her feet at Social Bite village, teaching other residents how to cook and putting food at the heart of community. This first story enabled us to promote the activation, calling on genuine members of the public to submit their own Roast Dinner Hero Stories, via a custom web page. We then carefully selected two other stories to showcase. This started with Ermine from Leeds, where we heard from her friends about how she cared for the sick and needy over lockdown and in the years that followed. Finally, we visited Peter in Plymouth to highlight his love for food and music and how that has shaped a generation by the coast. Content even included his retirement concert that featured young people through the years that have grown up with a passion for music.