Act 1 of The Good Business Festival is fast approaching, and we’re proud to be able to share with you some of the details of how our first event will take shape.

A fully immersive digital event, staged and filmed live from ACC Liverpool with selected guests and speakers, streaming three channels of content simultaneously throughout the day: Centre Stage, Good Thinking and Open Source. Core festival sessions will include:

• WTF Just Happened – focusing on the Covid-19 response globally
• Profit Comes From Purpose – focusing on corporate activism
• Take Me To Your Leader – focusing on leadership in North America and Australasia
• Levelling Up – focusing on the crucial undertaking of reducing regional disparity

Guests confirmed so far include: Lawrence Dallaglio OBE, English Rugby; Gabby Logan MBE, British Presenter, Jamie Carragher, English Football, Chris Grant, Sport England James Timpson, Timpson, Evan Davis, Dragon’s Den, Anyika Onuora, British Athlete, Holly Tucker, Notonthehighstreet;
Caroline Lucas, Green Party, Douglas Lamont, Innocent; Ann Cairns, Mastercard; Nishma Robb, Google and a string of young activists including Camden Youth MP, Athian Akec.

Andrew Rae, Managing Director of the IPM explains ‘The Good Business Festival represents so much that is great about our industry. The resilience of the market, the ability to adapt and pivot at the shortest of notice and the sheer ingenuity to, essentially reinvent the manner in which events like this take place. You can see from the breadth of talent signed up that the desire to be part of something as genuinely engaging as The Good Business Festival is tangible and we at the IPM are glad to be supporting it.”

This is just the beginning of The Good Business Festival journey, as we regroup after Act 1 and build towards Act 2, a multi-day, full city region takeover in March 2021.

As we enter the final stretch of our preparations, we want to let everyone know that registration is now open (from Wednesday 9th) and this is only the beginning of The Good Business Festival movement.

Sign up to the newsletter or apply to speak here 

Our official website (REGISTER NOW): https://thegoodbusinessfestival.com/

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This March, Londoners will be given the opportunity to #LiveMoreYes with a free blindfolded food experience – based on research showing that, when the sense of sight is removed, taste is heightened. The ‘Bar of YES!’ will allow food lovers to challenge their taste buds, as they try to discern the flavour combinations of a series of delicious tasting plates while blindfolded.

The ‘Bar of YES!’ will be hosted by chef to the stars Nina Parker and will celebrate the launch of Nestlé‘s new brand, YES!, and it’s range of wholesome and delicious snacks. Nina, who counts Donatella Versace, Russell Brand and Stormzy among her clients, has designed a menu of five delicious vegetarian and vegan dishes, each inspired by the exciting flavour combinations and natural ingredients of the new YES! bars – including fruity blends like lemon, quinoa & chilli as well as nut-based combinations such as dark chocolate, sea salt & almond.

Visitors to the ‘Bar of YES!’ will enjoy an interactive blindfolded tasting experience of Nina’s food, before exploring the stylish surroundings of the pop up which will reflect the vibrant and wholesome philosophy behind the range. There will also be YES! bars available to taste, with samples offered to guests on departure.

Louisa Parrillo, Senior Brand Manager at YES! says, “As a new brand, we’re so excited to be opening our first pop up – the ‘Bar of YES!’ reflects our belief that the more we taste and explore in life, the more fulfilled we become. We want to celebrate the key ingredients of our bars which make the best of what nature has to offer – we’ve created our range of fruit and nut bars with exciting taste combinations that are both tasty and wholesome, so no compromise needs to be made on taste or satisfaction when choosing what to have as a snack. We hope people will take the plunge and ‘live more yes’ with our blindfolded tasting challenge!”

The ‘Bar of YES!’ will be open to the public on 13th to 14th of March, with chef appearances from Nina Parker at lunchtime and dinner services.

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Last year 15,000 refugees and asylum seekers experienced destitution, including pregnant women and new mothers. Piccolo, the UK’s fastest growing baby food company, firmly believes no child should go hungry. The brand will be running its annual One for One campaign this Christmas, to support the work that the British Red Cross does across the country for refugees.

Throughout the whole of December, Piccolo will be donating one infant meal for every Piccolo product bought in Tesco stores nationwide, to support destitute refugee families across the country – last year, the British Red Cross saw a 43% increase in mothers needing food and nappies for their children.

To get involved, customers need to simply pick up a Piccolo pouch, pot or pack in any Tesco store nationwide and Piccolo will donate at least one meal to a family in need as a result.

Cat Gazzoli, founder of Piccolo, says: “I’m so proud to be able to bring our One for One campaign back this year.  It’s been a dream to work with Tesco on this initiative and together we’ve been able to put giving back right at the heart of the baby food aisle, support one of the UKs most eminent charities and encouraging parents to get involved in the Christmas spirit.”

In 2017, Piccolo donated 125,000 meals to disadvantaged children relying on food banks throughout the UK, and this year we’re really proud to be working in support of the British Red Cross to help refugee parents who have already gone through more than many of us can imagine and need a helping hand to make life a little bit better for their families.

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Air Canada is running a pop-up restaurant serving gourmet versions of Canada’s national dish, Poutine, inspired by a selection of the airline’s destinations, for the second year running.

The ‘Poutinerie by Air Canada’, currently open in London’s Old Spitalfields Market, is offering variants of the dish – which usually consists of chips, curd cheese and gravy – including Hawaiian Loco Moco, Cancun’s Mayan Enchilada and Melbourne’s Prawn Star Chips.

The pop-up features an indoor and a covered outdoor area where visitors can enjoy their dishes with a selection of beer and wine, with destination-inspired music and imagery. There will also be a Virtual Reality (VR) installation allowing people to experience being on board an Air Canada flight. Visitors will also have the chance to win flights to one of the over 200 global destinations the carrier flies to.

The pop-up, created and managed for Air Canada by agency JWT London, runs until Sunday 14^th October. Proceeds from the activity will again support Great Ormond Street Children’s Charity.

Last year’s La Poutinerie activation, in Shoreditch, sold 2,133 meals and reached 47 million people via earned and owned media content, according to JWT.

The activation is part of an integrated campaign showcasing some of Air Canada’s ‘hidden gem’ destinations via Out Of Home, print, radio, video, social and programmatic channels around London.

Air Canada is Canada’s largest domestic and international airline, serving more than 220 airports on six continents and carrying more than 48 million passengers in 2017.

J. Walter Thompson London is a communications agency which offers a range of services including advertising, digital, social media, content, insight, shopper, experiential, employee engagement and partnership marketing. It is part of WPP Group.

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Cadbury is marking the centenary of the end of the First World War, which takes place on November 11th 2018, by releasing a limited edition Cadbury Dairy Milk Remembrance Bar, in partnership with the Royal British Legion.

The confectionery brand will be donating 30p from every bar sold to the Legion, to help its work with the British Armed Forces, veterans and their families. In addition to this financial contribution, Cadbury is supporting the Legion through a year-round calendar of fundraising events and activities.

The 360g bar bears an almost identical wrapper design as Cadbury Dairy Milk bars sold during First World War, but with the addition of poppies, which became a symbol of Remembrance after the war’s end.

Cadbury is also supporting the Legion’s Thank You movement. The campaign aims to thank all who served, sacrificed and changed our world during the First World War. Cadbury will be sharing remarkable stories of the First World War generation who shaped the world we live in today – including those of the Cadbury workforce who supported the war effort on the battlefield and the home front. This included the ‘Cadbury Angels’, women who took up roles within the business during war time and sent almost 30,000 care packages to men serving on the frontline.

While more than 2,000 Cadbury employees joined the armed forces, many others provided critical care for injured soldiers through the Friends Ambulance Unit, established by Laurence Cadbury. Many of the wounded were brought back to Bournville where Cadbury properties were converted to hospitals.

Beth Cameron, Brand Manager, Cadbury, says: “Through our Remembrance Bar and partnership with the Royal British Legion, we are saying ‘Thank You’ to all who served, sacrificed, and changed our world during the First World War. The remarkable stories of the Cadbury workforce 100 years ago have shaped the business we are today and are particularly important for us to remember at the centenary of the end of WWI.”

Catherine Davies, Head of Remembrance at the Royal British Legion, comments: “It is right and fitting that Cadbury is a Thank You partner given its proud history dating back to the First World War.  Cadbury made a great contribution to the First World War by sending morale-boosting gift packages to soldiers on the front line and converting Cadbury buildings to hospitals for the injured back home.  We are grateful to Cadbury for continuing its long standing support for our Armed Forces community and donating to the Legion through the sale of this special chocolate bar.”

The Cadbury brand is owned by Mondelēz International, the global snacking company with 2016 net revenues of approximately $26 billion. Mondelēz is a world leader in biscuits, chocolate, gum, candy and powdered beverages, with power brands including Oreo and belVita biscuits; Cadbury Dairy Milk and Milka chocolate; and Trident gum.

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Baxters Food Group will be donating a proportion of sales from its Favourites soups to its charity partner Macmillan Cancer Support, marking the food brand’s 150^th anniversary.

The on-pack activity is part of a fundraising pledge which will see the family-run food producer raise over £100,000 for the charity. The limited-edition Baxters Favourites soups will be available in supermarkets nationwide this autumn, with over a penny donated to Macmillan for every tin sold.

By 2020, almost one in two people will get cancer at some point in their lives, which is why Baxters Food Group and Macmillan Cancer Support are working together to help raise vital funds for people living with cancer.

This promotion could pay for two Macmillan nurses for 12 months, helping people living with cancer and their families receive essential medical, practical and emotional support. Over this period two Macmillan Nurses on average will help 336 patients with cancer with many friends, family and colleagues supported too.

Laura Foreman, Fundraising Manager for Macmillan, joined Baxters’ Chef and Group Innovation Manager Darren Sivewright in the kitchen at the company’s headquarters in Edinburgh to launch the initiative, which will serve up much-needed funds.

Commenting on the partnership, Audrey Baxter, Executive Chairman at Baxters, said: “Macmillan Cancer Support is a charity we are passionate about supporting in our anniversary year as cancer has touched so many of our lives. Many of our staff have already got involved with the fundraising, and now every customer can show their support too.”

A donation will be made to Macmillan for every tin purchased from a range of 14 Baxters Favourites soups, including Cream of Tomato, Chicken Broth, Scotch Broth, Cock-A-Leekie, Chicken and Vegetable, and Minestrone.

Laura Foreman, Fundraising Manager at Macmillan, comments: “We are delighted to be launching this promotion with our partners Baxters. This partnership will have a huge impact on the lives of those in need, helping us to provide vital support and services across the country. We want to send a huge heartfelt thank you to Baxters staff and customers for their enthusiasm, commitment and support.”

Throughout its 150th anniversary year, Baxters staff from all over the UK are raising money for Macmillan, with activities ranging from sky diving and bungee jumping to raffles and race nights.

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Hellmann’s is bringing together food entrepreneurs from Britain, Berlin and California to serve up deli sandwiches to UK consumers as part of its Hellmann’s Real Food Tour.

The tour will support UK restauranteurs by showcasing their hero dishes in a series of short videos that will raise awareness of the exciting and tasty food being served by the country’s rising stars.

To kick start the Real Food Tour, Hellmann’s will open the ‘Deli Exchange’ this week – a pop-up that will host two of the world’s best Deli’s, allowing them to share their own world-renowned, award-winning sandwiches with Londoners for the very first time.

This exclusive Soho-based eatery opens from Thursday 19th July to Saturday 21st July, with back-to-back residencies from world-famous deli aficionados Ike’s Love and Sandwiches, which has over 40 sites across California, and Mogg, an institution on the Berlin culinary scene.

Visitors to the Hellmann’s Deli Exchange will be offered a curated menu of iconic deli sandwiches that will feature Hellmann’s mayonnaise. All proceeds from the sandwiches will be donated to Action Against Hunger, a global charity committed to ending world hunger.

Meanwhile, customers who visit any of the restaurants on the ‘Real Food Tour’ can order their limited-edition hero dish and quote ‘Real Food Tour’ to upgrade their meal.

The Deli Exchange will take place at 3 Bateman Street, Soho, London between 19th and 21st July from 10.00 – 17.00. All deli sandwiches will be available for £4.99 with all proceeds being donated to Action Against Hunger.

The activation is being supported online at hellmanns.co.uk/realfoodtour or with the hashtag @Hellmannsuk on Instagram, Twitter and Facebook and #DeliExchange.

The Hellman’s brand is owned by Unilever, one of the world’s leading suppliers of food, home care, personal care and refreshment products with sales in over 190 and revenues of €52.7 billion in 2016. Unilever has more than 400 brands around the world, including Persil, Dove, Knorr, Domestos, Hellmann’s, Lipton, Wall’s, PG Tips, Ben & Jerry’s, Magnum and Lynx.

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Skin care brand NIVEA has created ‘Shower Empowered’, an immersive ‘shower karaoke’ experience, as part of its partnership with Cancer Research UK’s Race for Life.

The campaign will drive awareness of NIVEA’s shower and body care ranges by engaging consumers in a fun, lively and celebratory experience, put together by creative agency Space.

To bring the campaign to life, Space has built a huge portable (water-free) shower unit and is inviting both participants and supporters to celebrate their achievements by getting into the shower and belting out a specially curated list of empowering songs – such as Cyndi Lauper’s Girls Just Wanna Have Fun and Queen’s Don’t Stop Me Now.

Participants will sing into microphones specially designed to look like NIVEA shower bottles while photographs are taken of their performances. After performing, everyone who takes part will receive a NIVEA sample bag and coupon. They will also be given a QR code flyer which they can use to find their photo from the experience.

Claire Marlow, brand manager at NIVEA, says; “Race for Life are fantastic events that raise money to help fund research into over 200 types of cancer. We wanted to add some extra celebration and feeling of empowerment for people taking part. And a mass shower karaoke felt like the perfect way to give participants and supporters a day to remember and the chance to sing their hearts out.”

David Atkinson, managing partner at Space, adds; “We’re all extremely proud to have created an experience that not only celebrates Race for Life but also enables the NIVEA brand to add to the day. The events are already a collective experience and our ‘Shower Empowered’ activation extends this.”

The first empowered shower took place at Crystal Palace on Sunday June 10^th, with people jumping into the shower after crossing the finish line. It will now travel to Race for Life events in Birmingham, Cardiff, Exeter, York, and Edinburgh. It will reach an estimated 30,000 participants this summer.

NIVEA has a long-standing relationship with Cancer Research UK through its sun cream brands. They first worked together in 2012 with the aim of raising millions for the charity’s life-saving research, specifically supporting skin cancer research. This campaign is the first time NIVEA’s broader range of shower and bodycare products have been involved.

Nivea is a personal care brand owned by the German company Beiersdorf Global AG.

Space is an award-winning integrated marketing agency which works across social, mobile, outdoor, in store, on-pack, in print, live or virtually. Clients include Heineken, Arla Foods, William Grant & Sons, General Mills, Eurostar, Sky, Coral, Bundesliga, UEFA, NBA and AELTC. Our work has been globally recognised with four ‘best in the world’ awards.

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Mexican beer brand Corona and charity Parley for the Oceans are taking their partnership against marine plastic pollution to the global stage by hijacking iconic symbols of paradise for today’s World Oceans Day (June 8^th 2018).

As part of the campaign, the partners have created a sculpture, The ‘Wave of Waste’, in Old Street, London, featuring Australian actor Chris Hemsworth (Marvel’s Thor) surfing in a wave of plastic collected in the UK.

Over the last few days, Londoners have been able to contribute to this installation by dropping off their own plastic waste at the site of the billboard.

Corona and Parley launched their partnership a year ago; the latest campaign sees Corona hijacking its own advertising and iconic visions of paradise, plus the classic Hawaiian shirt pattern, to reveal the impact of marine plastic pollution.

Corona is selling a new Hawaiian shirt on its website which features threads made from marine plastic pollution. The Parley Ocean Plastic is collected from the open ocean, remote islands, shorelines and coastal communities. The design subtly features everyday plastic items like toothbrushes and plastic bottles to represent the fact that the issue at a distance is hard to see, but pervasive up close. The limited-edition shirts are available in three colours and can be purchased at wslstore.com/corona for £53 ($70). Proceeds from each Corona Hawaiian shirt will go to Parley for the Oceans to help support its mission to protect our oceans.

Installations like the Old Street one will also be appearing in Melbourne, Santiago, Bogota, Santo Domingo and Lima, all made from plastic collected from local beaches. The London installation includes plastic collected by The Marine Conservation Society from Holywell beach, East Sussex.

“As a brand that is synonymous with the beach, we are seeing the destruction of shorelines and oceans up close,” says Felipe Ambra, Global VP of Corona. “Our ads usually showcase paradise the way we assume it to be, pristine and beautiful, but today it’s increasingly hard to find a beach without plastic. Through our work with Parley, we hope to reverse this trend. This World Oceans Day, Corona wants to remind the world that we all need to protect our beaches to continue enjoying them.”

Corona and Parley point out that roughly eight million metric tons of plastic waste are dumped into the ocean each year. To raise awareness of this fact, the brand is inserting plastic into other places it doesn’t belong. Corona is starting by twisting its own campaign tagline and imagery to show the unfortunate fate of paradise plagued by plastic pollution.

Last month, the partnership changed the name of the “Corona Bali Pro” World Surf League event to “Corona Bali Pro-tected”, to make the point that even the most remote and aspirational paradises around the world are suffering.

Corona and Parley are committed to protecting 100 islands around the world by 2020 (see 100IslandsProtected.com). Launched last year, the partnership is already working with local communities in the Maldives, Dominican Republic and Chile and will continue to scale up efforts in several more regions within the next year. Corona x Parley also announced a fundraising platform called Clean Waves in May that upcycles plastic pollution into fashion products for purchase, with all proceeds going to additional island protection.

Parley for the Oceans is a global network covering the creative industries, brands, governments and environmental groups aimed at protecting the oceans. The organization has formed alliances with major corporations including adidas, Anheuser Busch InBev (Corona), Intel and the United Nations.

Corona is the leading beer brand in the Mexico and the most popular Mexican beer worldwide, exported to more than 180 countries. The Corona brand is owned by Anheuser-Busch.

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Toiletries and personal care brand Burt’s Bees is to run a ‘Honey Bee Health’ experiential campaign this weekend on London’s Southbank.

Burt’s Bees products make extensive use of honey and beeswax as ingredients, and last year the company partnered with the British Beekeepers Association on a #BringBackTheBees campaign aimed at encouraging consumers to help save bees, which have seen catastrophic collapses in numbers in recent years.

Experiential agency Ambient is working alongside Talon Outdoor and Omnicom Media Group’s PHD on the ‘Honey Bee Health’ activation, which will challenge consumers to ‘Be a True Force of Nature’ with a Burt’s Bees “Wall of Seeds” installation at the Queen’s Walk on London’s Southbank Centre on 26^th and 27^th May 2018 from 10.00am to 8.00pm. People will be able to collect their own bee-friendly wildflower seed packet to help support the #BringBackTheBees movement.

Burt’s Bees will be giving away 6,000 wildflower seed packets over the Bank Holiday weekend, making a total of 12 million seeds. Consumers will be told they do not need a large garden – they can sow the seeds on a balcony, porch, window box or patio plant pot create a thriving bee-friendly habitat.

Becci Dive, Media Group Manager at Omnicom Media Group’s PHD, says: “We took on board feedback from customers in 2017 that they wanted even more ways to be involved with the cause and help Burt’s Bees to bring back the bees. PHD’s campaign strategy was rooted in this, with the OOH activation acting as the perfect vehicle to do just this, equipping people with both seeds and information to make an impact on the crisis themselves.”

In addition to the experiential “Wall of Seeds”, the brand is launching a Limited Edition Bring Back the Bees Strawberry Lip Balm, and, in partnership with the British Beekeepers Association, will plant 5,000 bee-friendly wildflower seeds in selected areas nationwide.

Last year, Burt’s Bees #BringBackTheBees campaign resulted in 192,852,000 wildflower seeds being planted across the UK by the British Beekeepers Association.

Ambient is an award-winning marketing agency specialising in innovative ambient media, full-service experiential marketing and promotional staffing.

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