Mark Keller, Head of Sales and Marketing
“As many of our customers are spread across the world, FIE was a platform to bring Ireland to them. Our key objective was to bring the Golden Valleys to Frankfurt and to bring new customers to Dairygold. It was so important to make a statement, that we are one of the leading co-op’s in the world. The nine months of work culminated in our stand being brought to life in a way no-one had ever have seen before. We had an amazing amount of people visit the stand and a lot of new customers, for me it was a job well done and it’s been really worth it.”
Focussing on the brand’s positioning ‘Golden Valleys, Growing Naturally’ our strategy was to bring the Golden Valleys from Ireland to the Food Ingredients Europe show in Frankfurt. We needed the stand to be a platform to tell the Dairygold story in a truly experiential way.
Dairygold is an Irish Dairy Co-Operative, with an annual turnover of €950m who export dairy ingredients to 50+ markets globally. Following our process, we discovered references to their unique location settled for generations, as being the most premium quality pasture land in Ireland, called the ‘Golden Vein’.
The 1300 sq. ft. space needed to be truly engaging, in which visitors were educated and informed, but at the same time entertained so that the information remained in their minds long after they had left the show. The overall concept of the stand is a visually stunning exterior, taking inspiration from the rolling hills of the ‘Golden Valleys’. The interior consisted of supportive imagery, engaging customer interactive walls and key zones, highlighting specific business value propositions and product offerings.