William Reed approached us to position the UK Food & Drink Shows (comprising Farm Shop & Deli Show, Food & Drink Expo, The Forecourt Show and National Convenience Show) as the showpiece event for an industry in recovery.
We were tasked with delivering a memorable, high-quality campaign that generated strong coverage, and to create content that could be used across several key traditional and digital platforms.
In the build up to the shows we operated a two-pronged attack, running a strategic press office for each show, ensuring each relevant media house received tailored preview copy. Allied to this, we created memorable, proactive press pieces focusing on new product rundowns, exciting content, launches as well as speakers and exhibitors of note.
Alongside this, we ran a series of short, engaging stakeholder Q&As, taking full advantage of the proliferation of Microsoft Teams and conducting the interviews virtually to create great, snappy content that would demonstrate the strength of expertise on offer to show visitors.
All four shows were a resounding success and a flood of overwhelmingly positive feedback from exhibitors and visitors confirmed the events had delivered on their shared remit of providing 2022’s most comprehensive snapshot of multiple markets in just three days. Stand-out results from the PR campaign included: