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A revitalising rebrand that is getting Food ingredients noticed by far more of its target audiences.

The creation of 11 regional websites carefully crafted for specific target audiences.

The marketing of individual trade shows that is resulting in increased registrations for events.

The initial chat

Although Food ingredients is highly regarded as a leading company that connects global buyers and sellers of food, beverage and natural ingredients, they felt their brand was dated and tired, which was preventing them connecting with a lot of their target audiences.

Food ingredients told us they wanted their new brand to be full of energy, feel more personal and bring the inspiration of food back to Food ingredients, all of which would help to raise their profile.

In our initial chat, they also told us that they needed individual branding for the many different events they hold across the globe, and that each event would need a suite of marketing materials to promote them to their individual markets.

How we delighted

Following that initial meeting, we knew that we had to make the visual element of Food ingredient’s new brand really striking and reinvigorate the language they were using to describe their products. Well, we certainly delivered on both fronts.

The new look has food at the absolute heart of it, with carefully selected ingredients being used to produce header visuals. Complementing this is sharper, higher quality design and copy that is engaging and interesting, as well as informative.

In addition, we’ve created 15 brand identities and 11 regional websites for individual events. These are underpinned by the new brand message – Source. Grow, Nurture. – but also carefully tailored for their specific audiences. Plus our memorable ‘Hungry?’ direct mail campaign has really boosted the profile of Food ingredient’s flagship event, Fi Europe.

Branding

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Print

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Digital

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The facts and figures

67
% increase in visitor registration for Fi Europe 2013
53
% increase in web traffic for Fi Europe 2013
11
regional websites
61
ingredients scanned
42
conference calls
7
shops visited for mung beans

What Food ingredients learnt

That smaller agencies can be a lot more flexible than bigger ones and deliver fantastic creatives that produce fantastic results. Also, that rebranding doesn’t have to be a painful exercise – it can actually be quite fun.

What we learnt

That big projects like this are very hard work but all the hard work is worthwhile when you are happy with the quality of your work and the customer is delighted with the results you’ve helped to achieve. Also, that mung beans are really hard to source in Putney.

"Pink are easy and enjoyable to work with, and more importantly they have pushed our rebrand project further than we expected. Every detail really has been very carefully considered."

− Georgina Smith, Head of Marketing, Food Portfolio, United Business Media