Turning dreams into reality for UK’s most well-known food creator

Introduction

Jono Yates, known online as OnlyScrans, is a UK-based food and travel content creator who has built a highly engaged audience through his authentic, no-nonsense approach to food discovery. With over 140,000 YouTube subscribers and nearly one million Instagram followers, he has established himself as one of the UK's most recognised voices in the food content space.

His content centres on immersive food tours and honest restaurant reviews, championing independent and often overlooked eateries across the country. It's an approach that resonates deeply with an audience that values authenticity - and one that has earned him a reputation for putting local food scenes firmly on the map.

Jono's Challenges & Restrictions

Jono has always had an eye for what great content looks like having previously held roles at LadBible and RedBull working with major brands along the way including Adidas and Manchester United. He had built his short form followings to well over a million but had struggled with YouTube as it’s a completely different discipline and expensive to create.

Jono needed support from ideation right the way through to distribution. The advance was used to fund production and travel and Jono is in daily correspondence with the team at Nuggit right the way through production.

Jono knows that with the ever increasing competition in the UK food & drink scene, he needed to scale up and since that point needs to maintain the standard.

How Nuggit Built A Plan

It was clear that Jono had the talent, it was just important to find the formats that worked for him and then find processes in order to repeat them. Jono found that the format of visiting every UK city clicked well with his audience and provided enough content to sustain him for a long period. The start was slow for Jono but we knew that by continually evolving and refining his product, he would be in a really good place.

Nuggit was the right fit for Jono as the financing made sense, the people within the business were what he needed and we are very personal compared to others.