School Show Booth

CHALLENGE

The challenge with this booth was showing food without serving food. School foodservice directors were dealing with the USDA changes in school meal regulations, and Tyson K-12 had new products to deliver on those new standards. We decided to stick with the story of what we feel like our food helps school children accomplish. It’s a look toward the future rather than dwelling on the current struggles of menu changes.

BOOTH DESIGN

ANC-2014_Booth

The copy around the booth focused on the tagline “Food For Today. Fuel For Tomorrow’s Dreams.” We had a long list of professions that these children could choose along with children’s drawings of what they thought 2023 would look like. A large LED theater had three rotating videos that followed the food through its life cycle. From the Farm shows where our food begins. K-12 New Product Development shows how the team develops new products. Fuel For Tomorrow’s Dreams shows what we hope our food allows children to accomplish.

SHOWING FOOD WITHOUT SERVING FOODANC_2014_AR

To overcome the challenge of not serving food in the booth, we decided to use technology. We worked with GES to develop augmented reality 3-D models of our food. It was a huge draw to the booth, and the potential customers were able to see the new products without the expense and labor of preparing food in the booth.

My Role

  • Booth Concept
  • Copy
  • Pre- and Post-Show Communications
  • Booth Set Up
  • Design Direction
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