Dan-O’s has aspirations to be the most fun brand in food. Trade shows are not fun. That’s a problem. So we sought to solve it and make an impossible to imitate experience at Natural Foods Expo West to drive sales leads and some buzz in the convention center.
Imagine it. You’re a sensational seasoning brand ascending into the national spotlight. You get more views in a month on TikTok than the Super Bowl. And your largest opportunity to tell your story and expand your brand is… a giant convention center with musty carpet and fluorescent lighting.
Natural Foods Expo West is a key event for a lot of food brands trying to break into retailers like Target, Walmart, Whole Foods, and more. The problem is, like most trade shows, it’s a bit boring.
Buyers from different retailers who Dan-O’s was hoping to meet as part of a sales strategy to win more shelf space in 2024.
These people are from all walks of life with all different experiences, and every brand in the convention center is vying for a minute of their time.
Trade shows are boring. But they don’t have to be. After all, boredom doesn’t translate to sales.
Build an impossible-to-imitate experience. So we brought their origin story to life by bringing the dive bar it all started in to the Expo.
We recreated pieces of the original bar with custom shelving along the back wall that communicated the Dan-O’s origin story to interested retailers. It was a space that allowed “spice tenders” to hand out samples of 3 key seasonings (Preemo, Tac-O, and SEA-soning), as well as share the Dan-O’s story in an unconventional way.
Along the bar there were various props, and of course: Beer.
Happy hour was served every day (for 6 hours) with custom-branded mugs given to thirsty retailers that made their way around the convention center to serve as additional branding opportunities.
To complete the dive bar feel, there was a karaoke machine (real and functional) and a pull tab machine that served to give away premium prizes on behalf of the brand.
In a sea of folding tables and pipe and drape, the Dan-O’s Flavor Dive was a shining beacon in the fluorescent light that offered the promise of fun and flavor to some weary retailers looking for a spark.
Overall there were 67,000 people in attendance. Dan-O’s drew crowds every day with over 6,500 retailers moving through the experience. In all, about 1,000 beers were given away, there were 65,500 event impressions, and 16 highly qualified sales leads to spread the Dan-O’s charm at retailers across the country.
“SixSpeed doesn't just promise creative excellence—they deliver it in spades. Our collaboration exceeded expectations, bringing a unique blend of imagination and precision that sets them apart. From the initial brainstorming to the flawless execution, SixSpeed has proven that they are masters of making the extraordinary real."
- Christy Johnson, Vice President, Strategic Partnerships and Customer Engagement
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