We work with more drinks brands than you can shake a stick at but, aside from Golden Wonder, we're sadly lacking when it comes to solids. This is scandalous given the breadth and depth of food experience in the agency.
So yesterday Ed and I went to IFE07, the international food and drink event, at the ExCel London exhibition centre. It's a monster - well over a thousand exhibitors representing just about every foodstuff under the sun. They were all there to sell their wares to the food retail and catering industries. We were there to sell to them.
As well as established players such as Innocent with their grassy van, there were dozens of interesting young brands with the marketing director often present on the stand. This morning we've started the process of following up the warmest contacts and deciding whether to lead with our advertising, brand consultancy, promotional marketing, PR or digital hats on.
The proof of the pudding will be in the eating (metaphor glorious food metaphor) in terms of whether this initiative turns into any business, but it felt worthwhile yesterday. Watch this space.