INSIGHTS

In today's marketing landscape, live events and festivals present a unique opportunity to engage with the baby boomer generation—a demographic known for its purchasing power and brand loyalty. By integrating live events into a broader marketing campaign, businesses can create memorable experiences that resonate with boomers, ultimately driving a significant return on investment (ROI). Here's how to strategically harness the power of live events and festivals to captivate the baby boomer audience.

Carefully Select the Chef: Choose a chef whose culinary style, personality, and values resonate with the brand's identity. Look for chefs who prioritise using high-quality, ethically-sourced ingredients or those who champion sustainable cooking practices if those are important brand values. Curate the Menu : Work closely with the chef to curate a menu that showcases the brand's products or ingredients in a way that aligns with its values. For example, if the brand promotes healthy eating, the dishes should highlight nutritious and wholesome ingredients. Emphasise Brand Storytelling: Encourage the chef to weave the brand's story and values into their cooking demonstration. They can share anecdotes about the brand's commitment to sustainability, ethical sourcing, or supporting local communities, reinforcing the brand's core principles. Incorporate Educational Elements: If the brand values transparency or consumer education, the chef can incorporate educational segments into the demonstration. This could include discussing the benefits of certain ingredients, explaining the brand's production processes, or sharing tips on sustainable cooking practices. Leverage Visual Branding: Ensure that the demonstration area is visually branded with the company's logo, colours, and messaging. This reinforces the brand's identity and values throughout the experience. Promote Audience Interaction: Encourage audience participation through Q&A sessions or hands-on activities. This allows the chef to directly address any questions or concerns related to the brand's values and practices, fostering transparency and trust. Partner with Aligned Organisations: Collaborate with organisations or influencers that share similar values to the brand. This could include partnering with sustainable agriculture groups, health and wellness advocates, or local community organisations, further reinforcing the brand's commitment to its principles. By carefully selecting the right chef, curating the menu and messaging, and creating an immersive and educational experience, brands can ensure that live cooking demonstrations effectively communicate and reinforce their core values to their target audience.

In today’s high-tech world, where digital sophistication often dictates trends in every sphere, there exists a counter-movement that seeks to strip back to basics and revel in simplicity.

In today's fast-paced and digitally connected world, the food and drink industry has an exceptional opportunity to harness the power of influencer marketing, especially during live events. By incorporating chefs and brand ambassadors into exhibition stands and demonstration areas, businesses can significantly enhance audience engagement and create memorable experiences. This article explores the strategic use of influencer content through point-of-view (POV) tactics to invigorate live events in the food and drink sector.