Case study - Fayrefield Foods
Fayrefield Foods is one of the UK’s leading independent suppliers of dairy products, premium added value ranges and healthy eating products. It is internationally renowned for its expertise in food sector brand management and innovation.
With a Europe-wide network of chain and independent retailers and foodservice outlets, it offers food manufacturers entry into the UK and European markets, along with bespoke brand and product development support.
Ei has worked with Fayrefield Foods for many years. For this project, we were asked to help improve its visibility and impact at Anuga, the world’s largest trade show for the food and drinks industry.
Held in Cologne, Germany, every two years, Anuga attracts around 8,000 exhibitors and almost 170,000 visitors and is the place to be seen within the industry.
For the most recent Anuga, the client wanted a fresh and interactive exhibition presence, with large storage space to accommodate fridges for products, as well as a working kitchen and a seating/hospitality area for visitors to the stand.
Our brief was to create something energetic, which would make a memorable visual impact by showcasing hero products and key brand messages. Inspired by the Fayrefield Foods logo, our ‘F-shaped’ design utilised wave-shaped walling and ceiling slats to create a visually inspiring environment to draw visitors in.
Ambient lighting, in blue and green corporate colours, was utilised to give the stand a relaxed and informal feel. Illuminated product displays were used to create an open feeling around the perimeter, to encourage visitors to enter the booth. The stand position had a hall pillar within its footprint. However, rather than disguise it, we made it a feature by using the two aisle-facing walls as LED video walls displaying engaging digital content and brand messaging throughout the show.
Spaced-off lettering and white high gloss finishes that reflected the light beautifully made for an incredibly eye-catching, upmarket and attractive stand which received a lot of attention during the show.
Totem plinths, meanwhile, were strategically positioned to display products right on the aisles, allowing space for visitors to walk through and into the stand’s main hospitality area.
The aim was to create an inspiring, informal area within the expo’s overall footprint that visitors could escape into to take a breather while learning more about Fayrefield Foods and the brands it operates.