Briefed to produce the best live event that Holland & Barrett had ever experienced, Meet & Potato could not wait to begin. In our fourth year of a fabulously collaborative partnership with the team at H&B, our understanding of their brand, strategy and colleagues enabled us to conceptualise, produce and deliver an event that really hit the brief on every front. Combining informative communication with celebration, we created an event that was befitting a company bucking the Retail trend, and enjoying over 8 years of consecutive like-for-like brand growth.
The event identity was born to bring together the importance of H&B’s cultural beliefs (a key communication objective) and a new venue for the conference. Showcasing what truly matters to the brand and its people, within the setting of a fantastic live music venue, in a city synonymous with musical talent, brought forward the theme ‘Now That’s What I Call H&B’.
With amazing synchronicity (or just brilliant planning!), Now That’s What I Call Music launched its 100th album around the same time! Our pre-event communications delivered through email, posters and the app, to H&B retail colleagues across the UK and Europe were carefully choreographed to coincide with bus stops and billboards announcing the NTWICM centenary.
An eager and excitable community began to grow on the event app long before the day itself. The conference was a high energy, multi-sensory experience, and our creative wrapper enabled key messages to permeate through in a fun, effective and memorable way. The positivity surrounding the event produced an exuberance before, during, and long after the conference, as colleagues shared comments, photos and videos of their ‘Now That’s What I Call H&B’ moments on the app, when they cascaded key messages back to their store teams.