the task
The Hungry Boar launched in March 2025, and by April, the brand had already kicked off an ambitious programme of live event activity to rapidly build momentum in-market.
In its first year, the objective was threefold:
- To drive large-scale product sampling with consumers
- To introduce Sticklers to key retailers and buyers through face-to-face engagement
- To establish Sticklers as a protein-rich, on-the-go snack, perfectly suited to pubs, bars and everyday snacking
To achieve this, The Hungry Boar activated across a carefully selected mix of consumer-facing and trade-led events throughout 2025.
the solution
To maximise reach, trial and impact, we worked as a true extension of The Hungry Boar team, bringing the brand to life through best-in-class event activation.
We supported The Hungry Boar in delivering a series of nationwide events, spanning major food festivals and key retail trade shows, taking responsibility for activation strategy, logistics and on-the-ground delivery.
Events activated in 2025
Trade-focused events
- Barcode
- Booker Retail Show
- LUNCH!
- Blakemore
- Bestway
- IFE
- The Pub Show
Consumer & mixed audience events
- Pub in the Park: Marlow, London, Reigate & St Albans
- BrewLDN (consumer and trade sessions)
Stand & experience design
We aided in the development of an impactful yet cost-savvy custom stand, with three flexible configurations to suit different event formats, alongside a shell scheme option for selected trade shows. This ensured consistent branding while remaining adaptable across venues and audiences, while remaining operationally efficient.
We also orchestrated the operational and logistical planning in collaboration with specialist event partners, overseeing documentation management, timeline coordination, and on-the-day execution.
Sampling strategy
Sampling was the core driver of the activity, designed to make trial fast, memorable and scalable.
- Up to 40,000 packs sampled across all events
- Full-size packs were distributed at trade events, allowing buyers and retailers to fully familiarise themselves with the product and support listing conversations
- Single Sticklers served in cups via hawker trays at consumer events, enabling rapid sampling and immediate taste impact for large crowds
At consumer events, sampling was supported by on-stand sales, with a compelling “2 for £2” show offer to encourage impulse purchase and bulk buying. Across the four Pub in the Park events, a total of 1,579 Sticklers were sold to attendees. outperforming typical FMCG sampling benchmarks, demonstrating that Sticklers has strong consumer appeal and is well-positioned to scale further at future event
Interactive engagement
To maximise footfall and increase dwell time, the stand featured playful, brand-led gamification designed to leave attendees with a lasting impression of the brand.
- Hoopla game: a 3D-printed boar’s head with tusks, where participants threw hoops to win tiered prizes
- Velcro target game with mini spears, used primarily at trade events to spark conversation and break the ice with buyers
Prizes included Custom branded merchandise and product, ensuring participants left with a tangible keepsake of The Hungry Boar and reinforcing positive brand recall.
These interactive elements successfully increased dwell time at the stand, strengthened brand recognisability and ensured attendees left with a positive, memorable experience.
the results
The 2025 events programme delivered strong visibility, engagement and trial across both consumer and trade audiences.
- Up to 40,000 Sticklers sampled across consumer and trade events
- High footfall and standout engagement at Pub in the Park and BrewLDN
- Strong uptake of the 2 for £2 promotion, driving on-the-day sales and repeat purchasing
- Positive feedback from both consumers and retailers on taste, format and versatility
Total estimated OTS / event footfall: 177,300 visitors
Social & content performance
Event activity was supported by organic social coverage across The Hungry Boar’s own channels, including:
- Event recap reels and stories
- Vox pop content filmed live at events
Vox pop and event recap reels delivered standout performance, achieving over 35,800 views and a 0.6% engagement rate. By capturing genuine consumer reactions, the content resonated with audiences and showed how live event activations continued to drive engagement long after the events had ended.
Trade impact
Events created valuable face-to-face opportunities with buyers and retailers, helping to:
- Support listing with existing wholesalers
- Build relationships with key retail buyers
- Drive sales pull-through across the trade
