Experiential, Engagement, Content, Social & Data - Lowry Food Festival

The Peel Group is one of the leading infrastructure, transport and real estate investors in the UK, with a portfolio of £5 billion. Located at Media City, Manchester, one of their flagship brands is the Lowry Outlet shopping mall, featuring leading retail brands. As part of their marketing strategy, they arrange annual events to attract footfall, including a food festival with leading celebrity chefs. This year’s celebrity chefs included Nadia Hussain, Levi Roots & Aiden Byrne. They helped to attract the crowds, creating great marketing opportunities.

Brief

From 2014 to 2016, we have helped Peel’s marketing team curate, design, produce and deliver their food festivals. These food festivals have included their spring, summer & winter food festivals, and their Victorian markets. The aim of the festivals is to amplify the brand, promote the mall, attract footfall, and support annual sales. Our brief was to design and deliver the experiential marketing activity, focusing on consumers and data.

Approach

Aligned to the brand, event and brief, we designed, produced and delivered the experiential activity. The experiential activity was designed to engage consumers and capture specific data for marketing purposes. We designed the experiential campaign to create social content, engagement, data, marketing insights and more. Everything was designed and integrated to work together – to produce tangible results, and valuable RoI for the event. This approach ensured our client achieved significant results, helping them with their forthcoming marketing and sales plan.

Results

6000 consumers enjoyed the food festival, sampling food, drinks, music, entertainment, competitions, prizes and more. The consumers were engaged, entertained, and amazed – making their overall experience memorable and enjoyable. Consumers interacted with our experiential staff, entertainment, musicians and more – creating moments & memories. Our experiential and promotional staff (Brand Makers) captured over 500 data sets across the 3 days of the festival. Our social media manager ran 3 social channels – creating live content, engagement, interaction and event legacy. Our photographer produced specified content to support the social campaign and the press shots for the day. Overall, the food festivals are always a huge success, resulting in happy consumers, and a happy client.