To communicate Sainsbury's key values and agricultural messages to their customers and the public, we designed and created an interactive brand experience stand at four major agricultural shows across England, Scotland, Ireland and Wales.
Different elements of the stand included live cookery demonstrations, education and sampling of local produce. Inviting suppliers along to demonstrate how to prepare and cook fresh produce was only possible due to the very strong relationships Sainsbury's has with its suppliers. This allowed the public to question those directly responsible about provenance, animal welfare and how they worked with the retailer. Viewers were educated on selecting, cleaning and cutting different portions of meat and fish; food was cooked and offered as bite-sized samples.
Children were also well catered for, particularly with interactive elements. A mini tractor, arcade-style game required participants to use the farm vehicle's controls to collect food crops displayed on a widescreen, while steering clear of helpful scarecrows. Sainsbury's brief to educate, inform and connect with its audiences was completely fulfilled. They also collected the award for 'Best Stand in Show' at the first of the four shows in Ireland's Balmoral, attended by around 90,000 people.