Creative / Foodservice
jellybean was tasked by McCormick to design and build a stand for the Booker Catering Trade Show to showcase their foodservice brands, and the products they produce for Booker’s Chef’s Larder brand. They wanted a “show-stopping” presence, which would create maximum impact for McCormick at the event, driving footfall and potential new business opportunities.
With our in depth understanding of foodservice insights and consumer trends, along with the brief to showcase multiple products, we created a split-themed stand; ‘The Flavour Shack’ and ‘Craveable Vegan’. Central to the stand was an open, fully functioning kitchen tower which allowed chefs to cook fresh samples using McCormick products throughout the day, thereby enticing people on to the stand.
In addition to offering food samples we also offered downloadable recipes to help build brand education and promote trial, we also gave away branded merchandise and held competitions for larger prizes. By stocking the stand with these feel-good factors and encouraging interaction with the team, we were able to convey the key USPs of McCormick’s portfolio of foodservice brands. Thereby providing a lasting positive impression, which ultimately helped to boost sales on the day and after.
We also layered in digital support for the show, with emails being sent before and after the event, as well as regularly posting on social media in the lead up to and during the event. Finally, we held trend-led masterclasses at the show which all attendees could join and learn from, using our much-loved and charismatic influencer, DJ BBQ, who proved quite the draw. All in all, our support activity ensured the McCormick brands stayed top of mind with customers and buyers from start to finish.
On the day stand attendance exceeded expectations, with huge crowds of people surrounding the stand, all excited to try samples and get to know the brands. In addition to giving away over 1,600 items of merchandise and having 150+ entrants to the BBQ barrel competition, McCormick also secured multiple sales on the day and after the event.