We will, we will
Trade fair visitors discover what makes a snappy sausage!
How does one use a top international meat trade fair to convince sausage buyers that a collagen-cased sausage “snaps” as audibly as those with natural casings.
The briefing we received from our Scottish client, Devro, was extremely concise: „We want you to bring the Knack to the world“. What appeared at first to be a risqué topic turned out to be a fascinating challenge.
The “knack” was presented as the Key Motion in a three-stage trade fair communication.
Presenting the company and the launch of the new brand "Select" formed the basis of the campaign. The "Pick up your “knack” at the IFFA” invitations sent to selected trade buyers and wholesalers had already whetted their appetite.
The promised “knack” was made tactile and audible via a branded “snapper” giveaway, which also became the brand ambassador at the fair.
The emotional build-up to the “knack” culminated during the after-show events. In a "knack session" with a live performance of the Queen song "We will, we will knack you" and many other classics, guests interacted with the drummer and - together with their “knacks” - became part of the entire show.
We had exceptionally good feedback from customers on the event and a great time was had by everyone. It was important to us that customers, distributers and others enjoyed themselves, but that they also thought of the event as relevant to the product. DOMSET definitely brought the “Knack” to the world!
Will Blair, Director of Group Marketing, DEVRO