Tegel Trade Shows

THE CHALLENGE

Over the past four years, Tegel has faced a consistent challenge: how to make a lasting impression on trade customers in highly competitive expo environments, where shelf space is limited, and product differentiation is critical. Our goal has been to help Tegel stand out by designing and building stands that not only draw foot traffic but support real engagement and communicate key brand and product proof points, especially in a way that resonates with the unique needs and interests of the trade audience.

INSIGHT

Our work is rooted in one core belief: engagement is driven by relevance. Trade customers aren’t just looking for flashy displays but solutions that meet real consumer demand and deliver on commercial potential. By tapping into this insight, we’ve developed a consistent approach: design and build expo stands that anchor around one key idea or need (such as convenience, versatility, or innovation), and then bring it to life through physical design, product sampling, and layered engagement moments. This insight has guided every stand we’ve built for Tegel—from new product launches to deepening existing brand narratives.

THE SOLUTION

At the 2025 Foodstuffs Trade Expo, we continued this strategy with a stand focused on “convenient meal solutions for every night of the week.” This theme was brought to life through a number of interactive and immersive touchpoints:

• The Design: The centrepiece of the stand was an interactive fridge display showcasing Tegel’s Free Range products. This not only highlighted the breadth of the range but reinforced Tegel’s leadership in quality meal solutions.
• Sampling Experience: Visitors were invited to taste Louisiana and Memphis BBQ Chicken Strips from the Take Outs range, delivered from the ‘QSR Restaurant which was hidden INSIDE the refrigerator. This hands-on experience brought the product proposition to life, generating intrigue and discussion about flavour, quality, and versatility.
• Engagement Mechanics: “Henry,” Tegel’s free-range chicken mascot, became a roaming highlight. By incorporating a fun, low-barrier competition (take a polaroid with Henry, return it to the stand, and enter to win a pizza oven), we created a strong feedback loop that drove foot traffic and repeat interaction.
• Staff Engagement: Throughout the show, Tegel staff and brand ambassadors engaged in meaningful conversations with key decision-makers, reinforcing product messaging and building important relationships.

This approach was not a one-off. At previous expos including Woolworths & Foodstuffs Expos we’ve used similar techniques tailored to different product priorities: from showcasing butchery innovation to reinforcing the credibility of Tegel’s Free Range credentials. Each time, the insight-led approach guided how we designed the space and created interaction points that delivered both brand depth and fun.