Business man and woman walking holding IGD The Big Debate 2015 branded bags.

Creating an unconventional Convention

With ticket sales falling YOY to IGDs biggest event of the year, it was our job to turn the Convention into much, much more…

Creating an unconventional Convention

With ticket sales falling YOY to IGDs biggest event of the year, it was our job to turn the Convention into much, much more…


The client

Based just inside the M25, The Institute for Grocery and Distribution (IGD) is a research and training charity that helps the food and grocery industry deliver the needs of the public.

The challenge

The IGD Convention is the main event of the year in IGD calendar, and with over 30 guest speakers, some of whom are the highest profile people in the food industry; tickets are charged at a premium.

Appeal for the event had reduced year-on-year, with ticket sales also being hit by budget cuts within the industry.


Expertise provided

  • Creative thinking
  • Advertising
  • Design for print
  • Client services
IGD The Big Debate 2015 Creative
IGD The Big Debate 2015 logo.

The Honest approach

It was clear from the first meeting that the format of the convention needed to change. Customers needed to see that the convention had something new to offer.

Research showed that delegates wanted a greater opportunity to discuss influences with peers and debate issues, as well as listen to the presentations.

We started by changing the name to ‘The Big Debate', this was something that IGD could own and is very campaignable.

IGD The Big Debate 2015 hexagonal grid of faces with foods for mouths.

Tone-of-voice

We then adopted a tone-of-voice designed to spark opinions on hot industry topics complimented by a bold confident graphic language. This rolled out across all event marketing materials such as online display advertising, trade press ads, E-shots and direct mail. The event was also fully branded with the same creative treatment as well as post-event marketing.

I have worked with London agencies before who have delivered a lot less and cost a lot more, Honest has represented excellent value.

Jon Neal - Head of Communications, IGD

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