Having worked on IFEX for over 15 years – right back to its days in the Kings Hall – our comms and events team brought industry and show knowledge (and a fair bit of mileage…) to the 2026 edition of NI’s premier food, drink, retail and hospitality event.

Tasked with delivering a high‑impact corporate and business comms campaign that would drive visitor numbers, amplify exhibitor presence and elevate the show’s move to its brand‑new venue, the Eikon Exhibition Centre in Lisburn, we worked with the team to deliver the strongest show to date, bringing together industry leaders, exhibitors, product innovation and culinary talent of all ages under one roof.

The Brief

  • Maximise exhibitor presence
  • Drive pre‑registration and achieve strong visitor numbers for the new venue
  • Deliver impactful trade, business and broadcast media coverage
  • Support promotion of new features, including the Great Taste Market, Irish Producers Village and Liquid Minds Stage
  • Source and book chefs for the brand‑new Kitchen Live feature, building a fun and fresh three‑day programme
  • Secure widespread awareness around the three‑day chef programme, Salon Culinaire Belfast and NI Chef of the Year
  • Coordinate and support Ministerial and media attendance
  • Provide comprehensive PR support before, during and after the event

The Solution

  • Delivered a multi-channel comms campaign incorporating print, outdoor, digital, social media and media relations
  • Developed news announcements spotlighting new features, culinary competitions, exhibitor stories, innovation and skills development
  • Worked with key associations across NI to engage with and get buy-in from their members
  • Drafted a suite of website stories, ezines and social assets for circulation via associations and industry partners
  • Drafted copy for a 36-page show guide
  • Liaised with the Minister for the Economy and Deputy First Minister to coordinate ministerial visits to the show
  • Secured and supported three days of live chef programming, including ChefSkills Theatre, Salon Culinaire Belfast and NI Chef of the Year
  • Coordinated media activity onsite, including filming and interviews
  • Secured a feature on UTV Life with content and interview with Sophie Smith, the youngest ever NI Chef of the Year winner

The Outcome

  • Thousands of visitors attended across the three days
  • Close to 250 exhibitors showcased new products, services and innovations
  • A fully sold-out floorplan
  • Secured Ministerial visit from the Minister for the Economy, Dr Caoimhe Archibald, and Deputy First Minister, Emma Little‑Pengelly
  • A history‑making win for 22‑year‑old Sophie Smith, the youngest NI Chef of the Year, featured on UTV Life
  • Strong media results including national broadcast coverage and 80+ pieces of trade, online and print media coverage

Let’s create your success story

Team up with us to create a story that speaks to your audience, inspires them to act, and brings you real results.
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