Brand experience agency, The Brave Few, recently brought healthy dog food start-up, Different Dog, to pet trade show PATS at Sandown, on 10th and 11th February 2019.  

Different Dog is the first pet food company to hand cook different recipes each week, sourcing fresh human-grade produce and seasonal ingredients. With dishes including Lamb Hotpot, Comforting Chicken and Keep Me Trim Turkey, the brand caters for dogs of all sizes and ages, following the premise that dogs deserve a quality, nutritionally balanced dinner as much as the rest of the family.

To showcase Different Dog’s emphasis on natural, fresh ingredients tailored to dogs, The Brave Few have worked with the Different Dog team to create a ‘pet food first’, live cookery demonstration, showing just how much care and quality goes into every batch.

“We love working with start-ups who are doing things differently” said Maria Sze, MD, The Brave Few. “The Different Dog team invited us to their kitchen and shared their ‘Cook for your Dog Night’.  We thought it was a brilliant way to bring the natural Ingredients and cooking experience to life so we’ve helped them develop the event so they can take it to the trade at PATS and then to multiple consumer (and dog) events throughout the summer. ”

“The Brave Few have helped us bring Different Dog’s healthier dog food experience to life,” said Charlie Thurstan, MD, Different Dog.  “Our aim is to turn conventional pet food upside down – what better way to disrupt than a dog food cookery demonstration at a trade show.  We’re excited to bring our tasty, nutritional product to a broader audience in the coming months.”

In addition to PATS, Different Dog will be attending London Dog Week and Dog Fest this summer.

The post Different Dog hosts live cookery demo at pet trade show appeared first on IPM Bitesize.

To help promote their Fresh Thinking campaign, Hotpoint and experiential agency, XYZ, are taking their Fresh Thinking Mobile Kitchen on the road for a tour across the UK to inspire and teach people handy tips and recipes to help prevent food waste.

Teaming up with Jamie Oliver, Hotpoint are challenging the nation to think differently about the Forgotten Food within their homes and are asking them to submit their own Forgotten Food recipe to Hotpoint to be in with a chance to win a place at the launch of the Fresh Thinking Pop Up Café in October. Winning recipes will also make up the tasting menu when the café is opened to the public.

XYZ worked to deliver the Hotpoint Cookery Schools at Camp Bestival that kicked off the start of the Fresh Thinking Roadshow. At the event, parents & guardians were able to book themselves and their child to take part in Food Waste Cooking lessons.  Each cooking lesson consisted of the key campaign messaging on the Top 10 Most Wasted foods & the call to action were re-laid to the participants. They were then taught how to make banana, apple and couchette muffins & a flat bread pizza using pickled broccoli steams as one of the toppings, they got to take away these dishes to share with their friends and family who didn’t attend.

Will Mould, Managing Director at XYZ commented: “Hotpoint asked XYZ to give its consumers an experience that was both educational and practical, but also lots of fun. With food waste being such a pressing issue, we wanted to bring the cookery school for delicious leftovers recipe to life. We wanted to show that Hotpoint really understood the issues facing their consumers and how they could help them for the future.  It is a brilliant activation to be part of and great to see the message of recycling and food waste delivered in such an engaging and meaningful way.”

The post Hotpoint teams up with Jamie Oliver to inspire Fresh Thinking appeared first on IPM Bitesize.

Bacofoil ran its first experiential pop-up experiential pop-up at November’s Cake & Bake Show, the UK’s biggest baking event, to challenge consumer perceptions of the brand. The brand teamed up with Bake Off 2016 quarter-finalist Benjamina Ebuehi, who ran demonstrations showcasing how Bacofoil enhances her baking.

Consumers traditionally view Bacofoil is as a trustworthy and great quality brand, used by those who know their way around the kitchen; but Bacofoil wants to move that along and be seen as the reliable helper for all kinds of kitchen jobs, for all people, of all ages.

LIFE Agency was appointed by Bacofoil to create and implement the experience, with staff provided by Elevate Staffing.

The objectives of the campaign were to drive awareness of the Bacofoil range, communicate USPs and product benefits, and engage with consumers to increase dwell time on the stand for them to build a positive relationship with the brand.

The pop-up experience had three zones:

• The Pantry – a retail zone pre-merchandised with Bacofoil bundles.
• Around the table – an interactive zone with prepared pre-cut sheets of Baking Paper to demonstrate the non-stick quality of the structured product. Guests were invited to feel the paper, guess how many dimples were on a 10m roll and provide an answer to enter a prize draw to win great prizes.
• The Kitchen – a demonstration zone where visitors gathered around a horseshoe-shaped table to find out more about the Bacofoil brand and product benefits. Three demonstrations were run daily, covering a range of topics.

Brand ambassadors embodied Bacofoil’s ‘friend in the kitchen’ proposition and encouraged visitors to enter a competition, with data collected via iPads.

Over the four days of the show, the stand featured 12 live demonstrations and 3,000 samples handed out to visitors. There were 41,300 attendees on to the Bacofoil stand, more than a third higher than target.

LIFE is an award-winning 10-year-old full service creative agency with clients including Coca-Cola European Partners, Whitbread, Dr. Oetker, Carlsberg, Moët Hennessy, Taylors of Harrogate, Birds Eye and Whitbread. It is part of Communisis PLC.

Elevate Staffing offers bespoke staffing solutions and marketing activations across the UK, EU and US. Agency clients include Havas, LIFE, A Little Bird, IMG, 3 Monkeys Zeno, and Jack Morton and Live, and direct brand clients include Oculus, Facebook, Monster, Coca-Cola, and Soap & Glory.

The post Bacofoil runs pop-up experience at Cake & Bake Show appeared first on IPM Bitesize.