Hormel Pops Up with 3D Book of Meat for Virtual International Deli, Dairy and Bakery Trade Show


By The Minneapolis Egotist / /

The International Deli Dairy & Bakery trade show is held every June, and typically Hormel Deli Solutions (HDS) is one of the largest exhibitors on the show floor. This year’s 3,500 square foot booth would have been monumental for HDS, showcasing their full portfolio of deli innovations like never before with tasting experiences that would tantalize attendees in four distinct consumer product and retailer capability zones. Unfortunately for everyone the trade show didn’t happen this year. But even though it was cancelled, this irresistible foodie attraction was just too good to miss.

So, what did the Austin, Minnesota-based industry-leader do in the absence of this business-critical event? It brought the trade show to the people — by means of an imaginative, one-of-a-kind direct mail piece. A 3-D pop-up book conceived of and developed by Minneapolis food marketing agency, JT Mega.

The book transformed the mouthwatering highlights and environments from the trade show booth into eye-popping arrays of flavorful themes and visuals that lift off every page. Turning the spectacle of a ‘big idea’ booth into a delectable ‘big idea’ book and placing it in the hands of people who would enjoy it the most.

“We love creative opportunities like this,” says Tess Pillay, account supervisor, JT Mega. “We invent incredible experiences for our clients, like originally planned for the trade show booth, and then reinvented them uniquely and memorably again when the show cancelation required a strategic pivot.” 

“The goal of the booth was to create an atmosphere of food fantasy, where attending retailers could discover and realize (taste and enjoy) the potential HDS provides for both their store offerings, and ultimately their consumers’ fulfillment,” Pillay added.   

“When we lost out at doing this at the scale of a giant trade show booth filled with an amazing amount of food fare, we immediately began to consider what else could deliver that same degree of sensory impact that would leave people feeling personally inspired and compelled,” said Justin Wolocko, JT Mega creative director. “The direct mail, pop-up book concept was a tremendous idea. It actively encourages participation and delivers those in-person, wow-inducing moments like the booth would have – just at a much smaller degree. Its physicality and dimensionality combined with its visual scenery really worked in creating a tangible sense of theater for the food. Especially at a time when the frequency of digital and virtual communications that are less tactile to engage with are so prevalent.”

The book is a huge hit with retailers — and clients. “My customers were very excited to get the IDDBA book — it made them feel like they were in our booth with us, because the pop-ups really brought the food to life and they can’t stop looking at it,” says Rachelle Banwart, Business Development Manager, Deli-Prepared Foods at Hormel.

Many HDS sales reps reported getting immediate orders for items showcased throughout the pages along with tons of thank yous and other appreciative feedback from customers. Several even enthusiastically reported sharing and reading this fun, interactive piece with their children at home.


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