Fine Food Australia is the largest and longest running trade event on the food industry’s calendar. A brand refresh was required to ensure the personality of the event remained reflective of an ever-evolving industry.
A holistic approach was required to ensure Fine Food’s smaller, regional events in Queensland, Western Australia and New Zealand could be well positioned to feed off the parent brand.
The resulting rebrand brought all the events together but also defined their personalities though subtle variations in typography and copy style. Fine Food Australia, with the positioning statement, ‘Food. It’s our business.’, remains the strong, experienced and wise older brother, while the regional shows (Profit from a little local knowledge), portray a sense of style and fun which is attractive to a more ‘locally focused’ audience.
The brand is currently rolling out across trade press, online advertising, electronic and direct mail, exhibitor and visitor promotions and special events, and will soon be brought to life with onsite way-finding, signage and promotions.
Creatively, the new brand and marketing campaign needed to bring the passion back, create a sense of ownership for stakeholders and reinvigorate the industry.
This Project Involved
Conceptual development, market testing, brand development, USP development and copy writing, image retouching, targeted design content, trade and consumer press advertising, printed and electronic direct mail development and implementation.
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The success of the campaign in it’s first year prompted the Fine Food team to continue it into a second year. Each year, visitor numbers have risen and exhibitor and visitor feedback has been overwhelmingly positive. Re-sign rates for exhibitors continue to grow.