Using copy to re-energise a 26-year-old event

William Reed Business Media

The brief

We were asked by the team at WRBM to explore how they could use copy to re-energise their flagship biennial trade show, Food & Drink Expo (FDE), which was 26 years old in 2020.

We were to take a light touch; WRBM was not looking to celebrate its quarter century but instead, focus on the way in which the show was evolving for the future.  With the brand identity remaining the same, the copy needed to work hard in order to communicate the positive changes that were being made to the show format.

What we delivered

We developed an authoritative strapline to support the logo: ‘Where the UK food industry meets.’ In doing so, we gave FDE a strong sense of place, as an industry forum – the one place of any scale in 2020 where the various sectors of the food industry come together.

Promoting the ‘meeting place’ aspect of FDE was also designed to have the twin benefit of resonating with industry peers who have fewer opportunities to meet face-to-face in the current digital age.

To supplement the strapline, we developed a staccato device, to explain in three or four words, who the show is for (insight / innovation / networking) and the sectors it includes (retail / wholesale / foodservice / manufacturing).

We also created clear, concise and bold copy for the website and other marketing channels to communicate how FDE was being enhanced in 2020 and to ‘sell’ the show more generally.

What the client said

“We approached Sherlock to provide a strapline to support one of our show logos, along with key messaging to target the different visitor groups. Sherlock exceeded our expectations, demonstrating their exceptional knowledge of the food and drink industry. They are a great agency to work with, really connecting with the client, and really understanding and meeting the brief.” Julie Adlington, Exhibitions Marketing Director

Other Projects

  • ”You completely nailed the project.”

    Philip Barnes - General Manager, Standen House & Garden

  • “Since Sherlock began our rebranding, The Mulberry Bush Organisation has raised more money, has increased the children’s referrals from Local Authorities so that we now have a waiting list, has attracted celebrities... and has hugely raised our profile among the professionals.”

    Jane Smiley – Head of Communications, The Mulberry Bush Organisation

  • ”Our project had a tight turnaround time, but Sherlock showed a quick grasp of the brief, and provided excellent customer service, flexibility and professionalism.“

    Kate Anderson - Projects and Office Manager

  • “We are thrilled with Sherlock’s work – it did absolutely everything we were hoping for... we’re particularly delighted by their attention to detail... They have also read the space very well which, although it’s a blank canvas, needed to be carefully considered...”

    Emily Hogan - Development Manager, Little Green Pig

  • “Sherlock have been brilliant to work with, very flexible, creative and have enabled us to marry the brand with our key exhibition spaces so our story is continuous.”

    Karla Barnacle-Best - Chief Executive, Discover Children‘s Story Centre

  • ”We have found Sherlock creative and responsive, delivering design solutions which fit the brief but also pushing its boundaries. They have always been there to help us out when we needed them and have always managed to maintain a friendly and funky working relationship with us.”

    Sally Ann Lycett - Director of External Relations, De La Warr Pavilion

Subscribe today to receive our newsletter