In an attempt to start writing more about experiential events ... specifically in food/CPG. (Honestly, I used to love doing this over 10 years ago when blogging was a thing I did more often. Let’s bring it back...)
Let's explore 3 case studies and examples of the experience economy: When Food Meets Museums
🍟 2014: Sir Kensington's Fries of New York
(Proudly, I was there for this one 🙋♀️)
This exhibition lasted 2 days in NYC and showcased around 85-100 different styles of cut and fried potatoes, to celebrate ketchup’s ideal pairing... the french fry.
Fries were displayed under glass dome cases from some of the most acclaimed chefs and well-known restaurants around New York City.
To note - Ketchup was what started it all for the Sir Kensington brand. In 2023 they retired the Classic and Spicy Ketchups; due to low margins, the sale of the company, and a refocus on its more popular product, its mayo. Which grew to become 75% of Sir Kensington's business, with ketchup dropping to around 10%. Still it was a very cool pop-up.
🍦2016: MUSEUM OF ICE CREAM Opens
An interactive experience inspiring imagination & connection.
Celebrating the universal joy of ice cream, where you can play and eat unlimited ice cream.
Haven't been to the MoIC yet, but can easily tell this experience plays on your inner child, to tap into something we often forget as we turn into adults… The need to prioritize PLAY! It's an emotional connection that is so beautiful to tap into with event experiences.
🍋 2024: Museum of Sour event during SXSW with Snaxshot, Wonderkind Co, and Better Sour
Highlighted the world of sour fruits. 🍋
Without actually being in attendance, this event looked to showcase and educate on sour ingredients, where they came from, and what products they are used in.
With a community and brand education approach many other sour CPG brands were on display including: Ghia, Chilli Bomba, RIND Snacks, ¡HOLA!, Bayjoo, AVEC DRINKS, Sanzo, Acid League, Maazah Chutney, Baba's, Spindrift Beverage Co, Inc., High Desert Cactus Vodka, to name a few.
Proving that community and collaboration can bring a far greater reach in terms of brand awareness. Lifting up other brands with similar commonalities definitely brought awareness to many of these brands I didn’t know about… and I wasn’t even there.
Key Takeaways:
Creating event experiences can focus on brand awareness in a fun meaningful way. Don’t shy from being creative, thinking outside the box and how it ties into your brand.
Tap into your network, Sir Kensington tapped into many of their close chef relationships.
Don’t shy from tapping into a core emotions. I truly believe we’re moving into a shift of telling stories FIRST, that sit in between EMOTION & LOGIC/VALUES.
Community & collaboration can uplift everyone for awareness and reach 🚀 Better, together, and in numbers.