Making Living With Food Allergies Easier And More Delicious

The Chicago based company wanted to reach people outside of their home market, educate consumers on food allergies, increase product trials, and drum up sales. That’s when they partnered with Next to curate a test experiential program. In response, Next created an appealing place for consumers to feel safe while sampling allergy-friendly foods in an experiential setting, the Safe + Fair Safe Home. Next proposed a mix of events in different geographies to showcase the Safe Home targeting moms at women-centric events, families at fairs and festivals, and health enthusiasts at participatory events. To empower the brand, Next created a data capture survey to track consumer feedback on Safe + Fair products, brand perception, and purchase intent. Also providing S+F future communication opportunity with engaged consumers.



The six-event Safe + Fair Safe Home program gathered over 100,000 impressions and put over 25,000 product samples in consumers’ hands. 91% of survey participants opted in to future communication with Safe + Fair allowing the brand the opportunity to convert those consumers into customers. The program created awareness for Safe + Fair in markets they had little reach in. Of survey participants, 78% were not aware of S+F prior to the engagement, and only 1% had previously purchased S+F products. The test events’ 4% conversion rate generated 295 first-time purchases exceeding the targeted expectations of the campaign. Overall, the program brought brand awareness and valuable consumer insight to a startup food company with a great promise for those suffering from food allergies.


Whether you are looking to design an experiential marketing campaign from scratch or take your existing brand experience to the next level, we have the capabilities to bring your story to life.

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