The brief
Agrana Fruit partnered with SEVEN to create an immersive brand experience at Food Matters Live, showcasing its latest ingredient innovations to customers and industry professionals. The brief was to move beyond a traditional product presentation and create an engaging environment that would capture attention, encourage interaction and bring Agrana’s products to life.
Working collaboratively with Agrana, the FUNctional by Nature creative concept was developed, combining the functional benefits of its products with a playful approach to the overall experience. From this central idea, we developed an activation that brought together creative design, presentations, live demonstrations and interactive tastings, giving guests the opportunity to discover the products in a memorable and engaging way.
The experience
SEVEN transformed a blank canvas event suite into a vibrant, funfair-inspired environment designed to bring the FUNctional by Nature concept to life. Branded food stalls, playful styling and interactive sampling stations created an engaging setting that reflected Agrana Fruit’s personality while providing the perfect backdrop to showcase its latest ingredient innovations.
Guests were taken on a journey through the space, combining informative presentations and live demonstrations with opportunities to taste a range of innovative food and drink concepts first-hand. The interactive format encouraged conversation, discovery and engagement, giving visitors a deeper understanding of the products while creating a memorable brand experience that went far beyond a traditional presentation or tasting session.
The activation successfully brought Agrana’s FUNctional proposition to life, attracting a fantastic turnout across the tasting sessions and generating valuable engagement with visitors throughout the event.