The Need
Plant Based World Europe, the only B2B plant-based food event in Europe, wanted to cement its position as a must-attend event, increase attendance, and celebrate its innovative exhibitors.
How We Helped
With audience research revealing that the hospitality, retail, and catering sectors offered the biggest opportunities for the event, we devised an intelligent media relations strategy designed to reach and engage buyers in these industries.
- Maximising event news
We executed a calendar of news stories to communicate key updates about the event in the build-up to the show. These leveraged every angle, from the conference schedule, new product launches and the launch of the event’s awards programme, to build excitement and drive ticket registrations.
- Amplifying innovative stories
This core news activity was bolstered by a series of bespoke feature opportunities. These were carefully targeted to ensure a wide spread of coverage across sectors and topics to maximise reach and demonstrate the breadth of the innovation at the show. This allowed us to communicate exciting new technologies and capabilities within the industry from the event’s exhibitors, including Quorn, Beyond Meat, Planted, Better Nature Foods, La Vie and Garden Gourmet.
Our features focused on trending and developing topics, from sustainability and health to cost and new ingredients to attract interest from key media titles including the Grocer, Retail Sector, Bar Magazine and Hotel Magazine.
- Show attendance
To maximise the buzz around the show and generate additional coverage opportunities for the brands on the show floor, we invited the industry’s leading journalists across trade and national media. We facilitated media interviews with exhibitors including leading faux meat brands Jack & Bry, Love Seitan and Meatless Farms, with The Guardian and other national media in attendance too, including the Financial Times, the Daily Telegraph and Which?.
