Case study: Thai Union Marketing and Innovation conference

Thai Union, a Thailand based seafood manufacturer, held its Marketing and Innovation conference at Mercedes-Benz World, organised by agency Meet & Potato.

Thai Union conference
Thai Union conference

Objectives

The marketing and innovation strategies of the Thailand based seafood manufacturer’s portfolio of brands, including John West, Chicken of the Sea, Petit Navire, Mareblu and King Oscar, were brought to life for 100 delegates.

The conference was designed to introduce each brand’s marketing team and innovative strategies to each other for the first time, unifying all brands in working towards the same goal - the vision of ‘One Thai Union’. Yet celebrating the differences between the brands was also key on the agenda, including the cultural differences in markets and target consumers, each of which have their own brand identities.


Solution

This was Thai Union’s first Marketing & Innovation Conference, with Meet & Potato providing production and content support throughout.

The focus was on the value of face-to-face meeting and discussion. Innovation is a hot topic at the moment and Thai Union are investing heavily to develop interesting, relevant and convenient products as a result of consumer insight. Sustainability was also high on the agenda with demonstrations of how people are working to improve sustainability across the board.

A combination of main plenary presentations, breakout sessions and a rotation of ‘market stall’ tasting sessions to sample products gave an oversight of the work being done in both developing and marketing products.

 

Verdict

Commenting on the event, Meet & Potato said: "It was a true global event, which we at M&P thoroughly enjoyed being part of, even if there was slightly less travel than we’re used to!"

 

FACT FILE

Event: Thai Union Marketing & Innovation conference

Agency: Meet & Potato

Delegates: 100

Date: 25-26 April 2017

Venue: Mercedes-Benz World

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