Challenge

How can a longstanding industry event evolve to engage a new generation of foodservice industry professionals?

Creative Solution

Upend the category by creating a brand for the show. Then, bring the brand story to life in unique and measurable ways through every phase of the customer journey. All with the intent of driving registration and boosting attendee satisfaction.

Credits

My Role: Hands-on strategic guide and creative director, copywriter

Copy: Jada Cash

Art: Brandon Pope

Digital Strategy: Giuseppe Nardone

Agency: LoSasso