Client
The J.M. Smucker Company
Services
- Exhibit Design and Creative
- Engineering
- Carpentry
- Metal Fabrication
- Graphic Design and Production
- Logistics and On-Site Operations
- On-Site Supervision and Labor
The J.M. Smucker Company: Away From Home
The Away From Home division of The J.M. Smucker Company extends its distribution beyond traditional retail channels to include schools, offices, restaurants, and hospitality settings. This segment specializes in meeting the diverse needs of foodservice professionals across both commercial and non-commercial segments. Their portfolio features iconic brands such as Folgers®, Café Bustelo®, Smucker’s®, Jif®, Smucker’s® Uncrustables®, and 1850®, which have been an essential part of everyday life for families everywhere.
Challenge
The Away From Home team of the J.M. Smucker Company approached Communication Exhibits, Inc. (CEI) to refresh their trade show exhibit program. Their trade show exhibit structures had lost its vitality, and was no longer representative of the brand. CEI was tasked with creating a flexible exhibit program that could encompass various brands, themes, marketing campaigns, and a rigorous show schedule.
Approach
CEI’s comprehensive approach to designing a new exhibit for The J.M. Smucker Co. focused on several key requirements: brand hierarchy, architectural integration and flexibility, and current brand representation. This strategy aimed to maintain a strong, consistent presence from show to show while adapting to changing marketing needs and consumer preferences. The goal was to project an image of a diverse, progressive company that is constantly evolving and reinventing itself.
Solution
Constructed from lightweight, extruded aluminum frames, the booth structure is a versatile asset that can be reconfigured in numerous ways, ensuring longevity and adaptability for future trade shows. The plug-and-play features of these extrusions include traditional hard panels or silicone edge graphics (fabric SEG), efficient wire management, AV capabilities for large monitors or LED tiles, LED lighting, and adaptable shelving. This flexibility allows the frames to be used for both small 10’ x 10’ spaces and large island exhibits.
The exposed aluminum is elegantly powder-coated in black, creating a sleek and modern aesthetic that complements the faux rustic wood vinyl flooring and brick accents. This combination enhances the overall visual appeal of the booth while providing a contemporary and inviting atmosphere. Additionally, the graphics are designed for easy interchangeability, allowing brand messaging to be updated from show to show to accommodate a changing target audience. This flexibility ensures a fresh look and enables The J.M. Smucker Co. to highlight different products and promotions, keeping the exhibit dynamic and engaging for attendees.
“This was the culmination of over a year of ideas, theories and trials, but it was worth it for our new look and feel. We are continually impressed by CEI and their ability to not only go above and beyond, but make us look better and better at each show.”
Marshall Alexander, Assistant Manager, Industry Engagement and Fulfillment,The J.M. Smucker Company
Result
The results were an astounding success! The Away From Home team of The J.M. Smucker Co. successfully launched two distinct 30’ x 30’ island exhibits just one week apart, each showcasing its own unique flavor. The modular design allowed for unique designs, while maintaining a unified brand identity. Features like the bistro-style coffee station, open floor space, café seating, and vibrant brand graphics attracted more visitors. This demonstrates how innovative design and careful planning can enhance a company’s visibility at trade shows and events.
The collaboration between The J.M. Smucker Company and CEI exemplifies how strategic exhibit design can drive business success and brand evolution.
Leave A Longer Lasting Brand Impression And Generate Better Quality Leads
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