B-to-C Events
Nine Pandemic-era Sampling Activations with Tasty Strategies
From celebrity chef partnerships to restaurant menu infusions to unexpected food trucks, brands are leaning on a variety of tactics to deploy safe, yet satisfying, sampling experiences for eager consumers. And as they can operate at small scale and meet local health regulations, these events, by default, are often optimized for COVID safety. Here, we...
The 2021 It List: Recognizing the Top 100 Event Agencies
Our annual guide to the top 100 agencies serving the event marketing industry It’s year two of a global pandemic that has systematically, with every wave, challenged the event industry and stretched its players’ creativity and patience more than anyone ever thought possible. Despite the relentless jabs, event companies are doubling down on their belief...
Thomas’ Partners with Nature Nonprofits for Breakfast, Beautification
Thomas’ is serving up its English muffin brand’s “Wake Up to What’s Possible” campaign messaging in the great outdoors. The Bimbo Bakeries USA-owned baked goods company partnered with non-profit organizations in the Pacific Northwest to engage consumers in volunteer-led cleanup events honoring National Public Lands Day on Sept. 25. And, naturally, they involved breakfast. The...
Executive Q&A: How Long-time US Open Sponsor Grey Goose Has Evolved its Engagement Tactics
Like Mint Juleps and the Kentucky Derby, there’s only one drink tennis fans hanker for each year at the US Open: Grey Goose’s signature cocktail, the Honey Deuce. The beverage has become nearly as symbolic of the tennis tournament as the matches themselves, and this year marked the 15th anniversary of its debut. For Grey...