15% engagement rate, meaning nearly 1 in 6 attendees actively connected with our brand across both shows.
case studies
Dairy Farmers Of Canada - XM Marketing
The Dairy Farmers of Canada (DFC) are a farmer-funded and farmer-run organization committed to representing the interests of over 10,000 dairy farms across Canada. promoting the health benefits and high quality of Canadian dairy products.
Their mission is:
Educate. Facilitate. Mobilize.
To ensure the sustainable production of milk and the healthy consumption of Canadian dairy products.
To further this mission, the DFC launched the More Goodness rewards program, designed to provide Canadians with more ways to enjoy the dairy products they know and love. Members of this program receive exclusive offers, personalized recipes, merchandise, curated content, and more.
Aiming to boost awareness of the More Goodness program among industry professionals, DFC participated in two prominent restaurant shows in 2024: the Restaurants Canada (RC) Show in Toronto, Ontario, and the SIAL International Restaurant Show in Montreal, Quebec. These events provided a platform to showcase the program's value to potential partners and clients in the restaurant industry.
Challenges & Purpose:
The DFC team was searching for a unique and creative way to promote their brand and the More Goodness program at the restaurant show when they had the idea to incorporate an ice cream truck. Recalling being served a scoop of free ice cream by a marketing company (that’s us!), they knew it would be the perfect fit for their booth. When the DFC decided they needed to work with a team that could uniquely represent their brand and attract potential partners at these events, they reached out to Symetric and our partnership began. Our team was excited to act as “the face” of the Dairy Farmers of Canada brand and help them fulfill their goals at these events.
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What we did
Symetric successfully executed the detailed strategy for both shows:
Restaurants Canada Show, Toronto (April 8-10, 2024): The booth was set up at a prime location, ensuring maximum visibility. Over the three days, our team served Affogatos to thousands of attendees, including restaurant owners, chefs, and food industry professionals. The booth became a popular spot, generating significant interest in the More Goodness program.SIAL International Restaurant Show, Montreal (May 15-17, 2024): Building on the success in Toronto, the same setup was implemented in Montreal. The ice cream truck once again drew large crowds, and we capitalized on this interest by engaging with a diverse range of international attendees. The event provided an excellent opportunity to expand the reach of the More Goodness program beyond Canadian borders.
Challenges Overcome: People don’t like signing up for things. Despite the high foot traffic, our team was faced with the challenge of reaching the projected target for signups. We were able to resolve any challenges through efficient management of the booth, and ensuring that every visitor had a chance to experience the taste of real Canadian dairy and learn about the More Goodness program.
Affogato XM Experience
We leveraged our interactive Ice Cream Truck as a design element to attract the audience and increase brand awareness, recognition, and engagement.
15%
6000+
Affogatos served, inspiring more than 6,000 meaningful conversations.
Results
Approximately 6000 personal connections made across the two shows, helping DFC meet their enrollment goal for their More Goodness Rewards Program.
Symetric provided feedback and solutions to ensure that the DFC booth was operating at maximum efficiencies at all times. This included sourcing an iPad to help the sign-up process go a lot smoother, and having a minimum of two team members on the floor to explain the value of the More Goodness program to attendees while they waited for their Affogatos.
