Product launches · Food and drink
A pantry launch that led with the tasting, not the shelf
Arcadia Foods · Edinburgh · 220 people · 2024. Fictional sample, not a client endorsement.
- 63
Buyer meetings held in the room
Sample content - 3
Products guests could name unprompted
Sample content - 9 wks
From brief to the tasting
Sample content
01
Challenge
A new range was getting lost in a tasting that felt like a trade-show booth. Buyers remembered the stand graphics and not the food.
02
Approach
One long table in a stone hall. A timed tasting, and a short story from the growers before anyone saw packaging. No stage, no brand film.
03
Result
Most buyers could name the three products they would list. The team stopped opening the meeting with a shelf photograph.
“They put the jar in our hands before they put the slogan on the wall.”