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CASE STUDY

Custom Built Trade Show Exhibit For HORMEL

Executive Summary

Hormel Foods is a $12 billion food processing company based in Austin, MN. Their creative agency JT Mega brought in our team to help Hormel make a lasting impact at the National Restaurant Association (NRA) trade show by partnering with NPARALLEL + Atomic Props.

Our mission was clear: to design an unforgettable 50’ x 100’ space that would captivate and engage. We blended contemporary colors, rich textures, and innovative materials to craft an inviting atmosphere reminiscent of a trendy, yet welcoming restaurant—an ideal stage for Hormel to stand out.

Business Challenge

Hormel Foods tasked us with an ambitious challenge: to design an engaging, multi-brand experience within a single exhibit space at the NRA show, bringing together five leading brands for the first time. This was an opportunity to amplify brand visibility, create meaningful connections, and showcase Hormel’s commitment to culinary innovation.

Goals & Objectives

  • Brand visibility: Reinforce Hormel’s position as a leader in the food industry.
  • Customer engagement: Attract and retain customers through immersive brand experiences.
  • Innovation: Discover and present new ideas and strategies to stay ahead of the competition.

Our Solution

After a comprehensive evaluation of Hormel’s brand presentation and engagement strategies, we developed a bespoke experiential marketing solution.   

We created a 50’ x 100’ immersive exhibit themed “Welcome to Our House,” uniting five of Hormel’s leading brands. The exhibit featured a fully operational kitchen and a VIP restaurant on raised flooring, offering a gourmet experience that wowed NRA attendees. Additionally, eight food stations showcased Hormel’s latest products and innovations, ensuring every visitor could engage with the brand. The space also included a private conference room, 16’ high vibrant billboard graphics, a large LED video wall, and five supporting media areas for further engagement. Our NP Capture lead management system facilitated seamless follow-up with attendees, ensuring lasting connections beyond the event.

Our team provided turnkey support before, during, and after the show, allowing Hormel to concentrate entirely on engaging with attendees.

Results

This innovative approach resulted in exceptional booth traffic, increased brand visibility, and meaningful engagement with NRA show attendees. Hormel’s presence was noticed and celebrated, aligning perfectly with their objectives of enhancing brand positioning through cutting-edge marketing strategies.

Hormel Foods made a statement at the National Restaurant Association show with an exhibit that was both innovative and inviting. The bustling activity at their booth was a testament to the success of the experience we created. Hormel’s leadership hailed this as their best NRA show ever—a powerful endorsement of the impact we achieved together.