26-28 May Westpac Stadium

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1 Post-show Report 2017

2 2017 Overview New Zealand s favourite national culinary food and wine event had another excellent year in 2017, with visitor numbers increasing by 2,738 on the 2016 show. Annabel Langbein was headline cook in the Cooking Theatre and visitors to the show were able to enjoy a number of new, interactive show features, all included for free with their entry ticket. Christchurch 7-9 April Horncastle Arena Wellington May Westpac Stadium Auckland July ASB Showgrounds Key Event Facts Christchurch Total attendance: 9,383 Number of exhibitors: 93 Average spend per visitor: $121 Estimated total visitor spend: $1,135,812 Wellington Total attendance: 14,302 Number of exhibitors: 118 Average spend per visitor: $141 Estimated total visitor spend: $2,017,297 Auckland Total attendance: 31,590 Number of exhibitors: 280 Average spend per visitor: $174 Estimated total visitor spend: $5,481,497 Total attendance: 55,275 Total number of exhibitiors: 491 Total estimated visitor spend: $8,634,606 Total size of database after 2017 shows: 65, % of visitors purchased products at the show

3 It incorporates everything I love about food. Christchurch Visitor Visitors Who visits? Age Under 18 5% % % % % % 65+ 8% Gender Female 69% Male 30% Gender Diverse 1% Income 33% have a household income of $100,000 and over. Why did they come? To see new products / services 80.16% For a good day out 74.21% To look for ideas / inspiration 67.47% To see celebrity chefs 24.95% To buy a particular product / service at the event 22.02% To research products / services 20.22% 97.1% of visitors purchased products at the show What did they think? 77% said they would be back next year 85% were very satisfied or fairly satisfied I love The Food Show and since it s started back up it s gone from strength to strength. Christchurch visitor It opened my palate to new tastes, the information provided by vendors was excellent. Great service from show staff, event planners and exhibition guests. Would highly recommend. Christchurch visitor An enjoyable day out for anyone interested in new foods. Helps to make supermarket choices in the future. I love trying new ideas when cooking. Christchurch visitor It is such a fabulous, diverse show with lots of ideas and inspiration. A great entertaining day out. Wellington visitor We come down from Taranaki for the weekend and had a great time. Last year there were four of us by car, this year 10 and we needed a minivan. Might need a bus next year! Wellington visitor It s an annual pilgrimage I make with a friend and we have a ball I ve already told others they should try the VIP lounge! Auckland VIP visitor I was amazed at all the different types of stalls and proud to be a Kiwi with all the little businesses that were there alongside bigger brands. I thought the stall holders were friendly, informative and it was a fun atmosphere. Auckland visitor I think it is an excellent opportunity for people to get to know local producers of great NZ food, as well as producers and importers of international food. Having lived overseas for most of my life, I welcome the opportunity to experience both, so would highly recommend this event to others who are of a like mind as myself. Auckland visitor

4 The Food Shows are among the best-run events in the country, with visitors to match. Green Meadows Beef Exhibitors Who exhibited? Christchurch Number of exhibitors: 93 Wellington Number of exhibitors: 118 Auckland Number of exhibitors: 280 Total number of exhibitors: 491 Why did they come? Increasing awareness of their brand(s) / products / services 87.53% Meeting and selling to new customers 75.55% Generating new sales leads 57.73% Meeting / selling to current customers 55.64% Maintaining company profile / brand position 53.12% Launching a new brand / product / service 34.00% Finding new distributors / partners / resellers 33.51% Supporting current distributors / partners / retailers 28.81% Taking orders on the stand 25.29% Generating PR coverage 25.19% Capture target customer data 24.55% Test-marketing a new product 16.83% Selling to other exhibitors 10.03% Conducting market research 5.36% To enter a new market 5.24% Introducing new staff to the market 4.40% Repositioning your brand(s) 3.44% What did they think? Likelihood of return 4.05/5 Overall satisfaction 3.87/5 Overall meeting objectives 3.84/5 As a new producer, the feedback from the public and from fellow exhibitors was useful in affirming product position in the marketplace. Begin Distillery It s the best opportunity to engage with your target audience they get to not only see the product, but taste it, learn about and buy it Lawson s Dry Hills / The Sisters Wine It s a great opportunity to meet consumers and get their feedback, live. It s also good to hear their questions and which products they prefer. European Foods

5 Sponsors & Special Features Cooking Theatre The heart of The Food Show and our most popular show feature is the Cooking Theatre, a purposebuilt kitchen home to a full programme of celebrity chef demonstrations. The line-up of speakers included Annabel Langbein as headliner, alongside Simon Gault, Annabelle White, Ray McVinnie, Mike Van De Elzen and more. The food the chefs cooked with was generously provided by Countdown, and the meals expertly matched with Waipara Hills Wine. Ceres Organics Healthy Hub Kitchen Ceres Organics created a dedicated kitchen alongside their retail stand at all three shows, to teach visitors about preparing healthy meals and meaningfully engage with their audience. Demonstrations took place throughout the show by top chefs including Nadia Lim, Megan May, Olivia Scott and more. Nespresso Discovery Sessions Crowd favourite the Nespresso Discovery Sessions returned in 2017 to all three shows, to provide participants with everything they need to know about Nespresso machines and pods. Glengarry Wine Experience Ticket Prize Sponsor: New Caledonia New for 2017 in Auckland, Glengarry created an area for wine tastings, demonstrations and education. They hosted four sessions per day and they quickly booked out. Everyone who purchased tickets to The Food Show went in the draw to win an all-expenses paid, seven-day escape to New Caledonia, thanks to New Caledonia Tourism. In total, The Food Show generated 27,368 unique addresses for the ticket prize sponsor.

6 Street Food Alley The buzzing Street Food Alley at The Food Show is where visitors can sit down and purchase delicious plated food from a selection of eateries and food trucks. Artisan Village The Artisan Village is where all handmade, smallbatch, traditional, and super-high-quality goods came together at The Food Show to give visitors a unique experience of specialist products. Casa Barilla Cooking School Another new and interactive feature in Auckland was the Casa Barilla Cooking School. Following a demonstration by the official Barilla chef, participants cooked a pasta on an electric hob, wearing Barilla aprons. Once prepared, they were able to eat the pasta and take away a goodie bag which included a packet of the pasta to recreate at home. Countdown Fresh Market The Countdown Fresh Market at The Food Show Auckland brought together growers and experts of fresh fruit and vegetables. Visitors were inspired with cooking tips and recipe ideas.

7 Huntley & Palmers Cheese Alley The Huntley & Palmers Cheese Alley was created in Auckland to satisfy the growing number of visitors who want to sample, buy and learn about cheese at the show. The area comprised of nine cheese producers and all the crackers were generously provided by Huntley & Palmers. Brewer s Lane A consolidated area of exhibitors serving beer in Auckland and Wellington formed the ever-popular Brewer s Lane. Here visitors could engage with the makers and learn about the flavour profiles of interesting craft beers. Regional Features The Food Show in Auckland welcomed groups of exhibitors from the Pacific Islands, Coromandel and Taranaki. Charity Partners: City Mission The Food Show was delighted to partner with the City Mission in Christchurch, Wellington and Auckland. Exhibitors who had surplus stock, plus extra ingredients from the Cooking Theatre were donated to the Mission in each respective city. Funds were also raised for the City Mission through a range of activities.

8 VIP Experience Once again, the VIP Experience returned to The Food Show Auckland. VIP tickets included a goodie bag, coat check, and all-day access to the VIP lounge where food and beverages were served continuously throughout the day. Chefs who were demonstrating in the Cooking Theatre also did surprise mini-demos in the lounge for VIPs. VIP stats 70.78% spent between 5 and 8 hours What did they think? The VIP lounge makes The Food Show an experience, not just a show. We wouldn t do it any other way. It was my first time with VIP access and my friend and I have agreed to make it an annual date! The opportunity to try different foods and drinks in a calm and quiet environment was fantastic. The small group chat with Simon Gault was super informative and being able to come back, rest our feet, refresh, leave purchases, and then head out again was a lifesaver! We will be back. VIP lounge catering was generously supported by: 100% of VIPs brought something It was great, we enjoyed the demonstrations and the food was spectacular. In fact, we went looking for one of the cheeses we had in the lounge to take some home. VIP Visitor

9 Marketing Advertising The Food Show was supported by a comprehensive marketing campaign utilising multiple channels, including print, TV, radio, outdoor, social media, online and more. Rate card spend: Christchurch $159, Wellington $204, Auckland $404, Total rate card value: $768, Public Relations From diary notes and ticket release dates to a regular schedule of event press releases, the 2017 PR campaign focused on celebrity chefs, new products, unique exhibitor stories, major event features and more. Notable coverage included Newshub, NZ Herald Focus, Seven Sharp, Kia Ora, Stuff and M2 Woman. Coverage The Food Show PR campaign generated 801 pieces of coverage across TV, print, online, radio and social media. Some key highlights of the campaign included: TV The Cafe on TV3 - interview with Annabelle White and cooking demo One News at 6pm - filming at The Food Show including Annabel Langbein in Cooking Theatre The Project - filming from The Food Show s Cooking Theatre for the Whip Around segment Maori TV and Chinese TV - filming in the Cooking Theatre Press and magazine The Press full page - interview with Annabel Langbein on the joy of cooking live in The Food Show s Cooking Theatre Bay of Plenty Times, Northern Advocate and Northern Outlook - Q&A and recipe from each of the 4 headlining chefs across 4 weeks Dominion Post - story on Chef Demos at The Food Show Canvas Magazine - feature on Annabel Langbein Canvas Magazine - multipage story on Simon Gault NZ Herald Focus - video interview with Simon Gault NZ Woman s Weekly - six page spread with Annabel Langbein NZ Woman s Weekly - Double page spread on Michael Van de Elzen Radio highlights Radio interviews with chefs on The Hits, The Mix 98.2, The Breeze, Coast FM, Radio Live, Life FM, Star FM, Newstalk ZB, More FM

10 42 E-newsletters sent Average open rate: 31% Social Media For 2017, we saw an increase of 3,999 (15%) followers of our Facebook page, bringing our total number of followers to 26,752. Most importantly, our average reach for the period 1 January 31 August increased on 2016 as per the table below Average organic reach 1, Average paid reach 13,338 9,265 Website From 1 January 31 August 2017, foodshow.co.nz saw 303,164 sessions, 208,142 users, which resulted in 704,956 page views. This is an increase of 93,843 sessions, 66,662 users and 108,063 page views on 2016 for the same period. Average reach for Christchurch (15/2/ /4/2017) 15,247 Average reach for Wellington (11/4/2017 1/6/2017) 26,402 Average reach for Auckland (13/6/2017 1/8/2017) 32,179 Our highest reach was during Auckland Food Show 102,472. Newsletters Number of subscribers after 2017 shows: 65,433 Year increase: 26% In 2017 our subscriber database increased by 26% (13,537 unique s). To date, the total number of subscribers is 65,433.

11 6-8 April Christchurch Horncastle Arena May July Auckland ASB Showgrounds Wellington Westpac Stadium Join us in Get in touch today. Brigitte Rive T M E brigitte@foodshow.co.nz Sarah Chapman T M E sarah@foodshow.co.nz Henward Tan T M E henward@foodshow.co.nz