Trade Shows Aren’t Just Booths, They’re Brand Theater
Trade shows get dismissed as old-school: carpeted aisles, handshake pitches, “stop by our booth” chatter. Reality check—they’re still one of the most powerful stages a brand has. Why? Because nothing beats meeting the market face-to-face with energy, clarity, and purpose.
The brands that win at events like IFPA don’t just display product. They bring personality. They create experiences. They build belief.
Naturipe: Proof That Energy Is a Strategy
Naturipe didn’t show up quiet this year. They showed up electric. With the launch of their new “Berries Bring It!” campaign, they brought a bold mix of flavor, energy, and attitude to the show floor. A cinematic brand video pulsed across their booth screens, music and motion pulled people in, and the campaign transformed Naturipe from a trusted grower into a cultural storyteller.
But it wasn’t just hype. Naturipe backed it up with real substance. Their Innovation Center turned deep agricultural science—cross-pollination, regenerative farming, and natural breeding—into accessible storytelling through interactive story boxes. It was serious expertise delivered with human energy—a perfect balance.
SnapDragon Apples: Turning a Booth into a Movement
SnapDragon didn’t need gimmicks—they brought pure brand gravity. Across six partner booths, they activated, not exhibited. The sunrise 5K with Snappy. Thousands of selfies. And then Pro Football Hall of Famer Andre Reed juggling apples like he was warming up for Sunday Night Football.
It wasn’t just fun—it was strategy. SnapDragon built emotional connection first, product conversation second. And when people tried the apples? The reaction was universal:
“These are the best apples in the world.”
Hard to argue with that level of instant conversion.
Why It Works
The playbook is simple. The execution is not.
Brands that stand out at trade shows:
Tell a story people can feel, not just understand
Bring energy that attracts humans, not just buyers
Turn moments into momentum long after the show ends
Product gets attention. Personality earns loyalty.
Trade shows don’t reward the brand with the biggest booth—they reward the one with the boldest presence. Naturipe brought belief. SnapDragon brought energy. Both proved the same truth:
It’s not enough to show up. You have to show out.
Merrick Creative helps brands craft stories, build engagement energy, and activate unforgettable trade show presence—before, during, and long after the event. If you're ready to stop blending in and start owning the floor.
