Creating An Immersive Event Experience showcasing the Genius brand

Type: Live Events Client: Genius
The Challenge

Creating an engaging experience whilst maximising samples & sales opportunities

Raising brand awareness within a competitive marketplace

The Free From & Allergy Show has been a hugely popular amongst the coeliac audience with 25k visitors attending their London show each year. The show has proven to be a perfect opportunity for FMCG brands to reach their audience, with 90% attending to discover new foods.

The key for Genius was showcasing their brand in an immersive & engaging manner, providing stand-out at the show vs. competitor brands & converting to purchase with their knowledgeable team of brand experts & extensive range of samples available.

The Idea

A variety of samples & unmissable show offers

Strategic consumer journey allowing multiple touch points & engagement with the Genius team

i2i developed a set-up which included a horse-box trailer which held all cooking equipment & cleaning facilities & then a centralised counter to distribute samples from, this allowed the team to sample a multitude of products in the range.

A eye-catching shopping area was placed to the side of the stand, allowing customers the chance to ask questions & get recommendations from the team as well as taking advantage of the excellent show offer.

A data capture mechanic was used, firstly to collate product feedback & find out brand perceptions & a secondary one was used to extend mailing list contacts incentivised by partaking in a spin to win for a chance to win a prize.

A range of samples were handed out changing throughout the day to accommodate sweet & savory & also specific meal times.



The Impact




show visitors


Future purchasers
  • “i2i have been fantastic to work with and have confidently delivered this multi-disciplined promotion.”

    Aquafresh, Brand Manager

  • testimonials
  • “i2i have been a fantastic agency to work with and have a created phenomenal experience for iso-active. I am sure the consumers reaction matched ours.”

    Iso Active, Brand Manager

  • testimonials
  • “i2i did a fantastic job bringing Paula to life. The activity successfully reached a high proportion of mums and kids in a fun and engaging format. The campaign was an integral part of achieving 13.4% market share of the kids treats market within 9 months.”

    Paula, Brand Manager

  • testimonials
  • “From the outset, i2i understood what the brand needed to achieve, their professionalism and passion ensured that consumers were delivered the best possible MAOAM experience.”

    MAOAM, Brand Manager

  • testimonials
  • “i2i worked brilliantly and seamlessly with us to develop a campaign that simply delivered outstanding results. Truly remarkable given that we were two years behind other Olympics sponsors in our planning. Success despite the perfect storm – truly incredible!”

    General Mills, Olympic Project Director

  • testimonials
  • The Coeur de Cognac stand took everyone’s breath away. I have had emails from clients and visitors commenting on this. Coeur de Cognac was most certainly the talk of the event.

    Foodies Festival, Project Manager

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