Rolling on from last year’s success, Icon brought back Sustainability Victoria’s (SV) Love Food Hate Waste (LFHW) campaign with a major event at the Good Food and Wine Show (GFWS).

The GFWS was attended by more than 33,000 visitors and is the perfect location for SV to target its broad demographic of household shoppers. Squeezing as much juice as possible out of this opportunity, SV’s campaign entailed a full sponsorship package including: stand space, educational flyer distribution, prime information point, discounted entry for SV subscribers, TVC slide, branding logo placement and MC messaging.

Icon acted quickly with the challenge of a short timeframe in which to execute the event - on a modest budget. Through innovative and original thinking, Icon cooked up a positive, engaging and educational event for the GFWS 2015. We created the theme for the stand as ‘Makeover your Leftovers’ - a highly appealing visual identity to communicate the key messages. The production elements included a large display banner, posters, recipe and display cards, competition entry forms, signage and tip cards with fun facts and recipes for leftovers. All of these elements pointed to the LFHW website and Facebook page and were designed so that they could be repurposed for ongoing council events.

With a busy and enthusiastic team working around the clock, Icon sourced and hired all items and food for display, as well as bumping into the show and setting up the display with strict adherence to food safety standards and protocol. We created a list of recipes to turn leftovers into delicious meals for a demo chef to cook at the stand and communicate the key messages to the event attendees.

Over the four-day event, SV’s ‘Makeover your Leftovers’ stand drew interested crowds who collected over 1,500 recipe cards and up to 500 entrants into the LFHW competition. SV staff spoke to 1,500 people directly and gave away 2,500 food samples.

It was an all hands on deck project that produced excellent results for our client who was thrilled with the positive feedback.