Kerry Foods @ Food Matters Live

Kerry Foods @ Food Matters Live

Silver

Agency: Formation

Client: Kerry Foods

Event Name: Food Matters Live

Agency Website: www.formationlive.com

The Brief

Kerry approached Formation to design and deliver a centrepiece exhibition stand at Food Matters Live at ExCel London.
FML is the UK’s only cross-sector event bringing together from the food and drinks industry, retailers, foodservice providers, government and nutrition all under one roof, with 800 exhibitors and 16500 visitors over 3 days.
Kerry’s participation at the event was to raise their profile within the industry as an innovative, forward thinking provider of taste and nutrition solutions. An exhibition space which acted as a clear articulation of what the business has to offer; a professional, valuable partner delivering innovative product offerings, in tune with customers needs and to provide a platform for thought provoking debate and collaboration.
Whilst remaining in line with corporate brand guidance the stand was to present Kerry with a fresh look. A concept which would provide visitors with a strong understanding of Kerry’s two pillars – taste and nutrition and with the knowledge that Kerry’s solutions taste better and feel better, for everyone.

The Solution

Following early consultation with the client it was clear that they wanted something dynamic and exciting, a move away from a more corporate trade show presence, a concept which would resonate well with retailers and have an end user appeal.
The main focal point to the space was a fully functional 5m long kitchen demonstration. Working ovens and hobs provided the opportunity for chefs to present the qualities of Kerry’s product. Backed up by a backroom preparation area consisting of chest freezers, fridges, ice cream makers etc
Around this was created a design concept which would invoke a feeling of excitement and dynamism, a blast of innovation, a statement of intent.
Using three key messages; Simpler, Healthier and Free to enjoy, Formation looked to seamlessly zone the stand into three areas for Kerry to focus on knowledge delivery whilst visitors were welcomed to an environment which felt complete and demonstrated continuity. This was achieved by designing a space to appear retail in its nature and bridge the entire stand through modern interior finishes such as ceramic tiles, patterned wood tones, bright and colourful lighting whilst at the same time providing subtle zoning through graphics and use of space.
Including elements from the corporate brand was essential, the detailing within the design was such that the intention was to compliment the brand on a three dimensional level. Form allowing the use of multiple colour inclusion without confusing the delivery of brand value.
The open arrangement of space allowing for visitors to engage directly with the central demonstration area and transition to more consultative discussion zones to experience tasting sessions without the need to navigate obstacles, with the opportunity to collect visitor data and the delivery of product/ campaign information through interactive stations positioned at multiple points.
For more formal business discussions, a fully equipped meeting room was integrated into the design.

The Activation

The 60sqm stand space was pre-built and tested prior to site build where a team installed the entire 4m high structure in one and a half days.
The design represented the original desire to create a modern kitchen environment in line with retail perception.
The space was used not only as a shop window into Kerry’s portfolio, but also an opportunity to fully experience the qualities and taste of the product, in a live scenario. Chef demos and tasting sessions, giveaway products and knowledge transfer.
With a varied visitor demographic it was essential that the space provided for all degrees of engagement and at its core remained cohesive, with the ability to effectively deliver knowledge.
The nature of the event allowed for end to end business dialogue including the opportunity to talk with new and existing clients in both formal and informal scenarios.
The design allowed for Kerry to exhibit itself not only as a brand, but to also focussed on the product message. A stand out structure at the event with 3 days of continued activity engaging both clients and consumers.

The Results

Kerry were able to use the event to communicate to hundreds of visitors. The message of a simpler, healthier and enjoyable product for consumers, which was delivered in a simple and concise manner with the impactful backdrop of a well thought out exhibition stand.
Brand values and product experience was the emphasise for this space. Visitors were drawn to the stand with high level branding and bold graphics and kept on the space through interaction and engagement.
The opportunity was used to connect with visitors from across the industry and to elevate Kerrys market position.
Through close client/agency relations the project was a huge success. Both parties working to achieve a fantastic exhibition stand.
Clever design detailing and pre-show preparation allowed for a relatively large and complex structure to be installed within one and half days including demo rehearsals and AV set up, all of which required excellent coordination and cooperation.
Feedback from the client and its stakeholders was extremely complimentary and the project was described as “excellent”.