Case Study – Meat Business Women
Background and Brief
As the Creative Digital Partner to Meat Business Women (MBW), Cande Group proudly supports this global membership organisation in its mission to drive gender equality across the meat industry. Our long-standing collaboration, formalised in 2024, builds on a relationship that began in 2017, a natural fit given our expertise in the agri-food industry and our commitment to delivering impactful content throughout the agri-food supply chain.
Approach
At MBW’s 2024 National Conference, held at the NatWest Conference Centre in London, we were asked to create a digital and interactive activation for delegates that would elevate the attendee experience. Ideally this would be something that would give delegates something to use across their socials, supporting MBW’s campaign ‘The Power of Us’, with its accompanying hashtag, in order to increase the online impact of the event and supply delegates with something meaningful.
The team developed the idea for bespoke digital business cards for delegates to share on social media, enhancing their professional profiles and promoting the event’s reach. The output was designed to profile each individual and include core information with their name, title and organisation. We wanted something unique and impactful that would stop people from scrolling past the post. To do this, we created a custom red-carpet setup complete with a unique lighting rig that mimicked paparazzi flashes to put each person literally in the spotlight.
Execution
In order to activate this idea, we decided each delegate should walk the red carpet, directed by our crew, filmed in super slow motion at 100 frames per second, resulting in striking, elegant footage. Our director ensured every participant felt comfortable and confident, capturing the glamour and professionalism of the moment. We had large screens showing the output so that people could get an idea of what to expect, and at times the queue was 20 people long!
Key takeaways
The feedback from both delegates and the MBW team was fantastic. People loved their moment in the spotlight and after the event it was great to see the thunderclap of activity across social media, especially LinkedIn, where many of the new connections from the event met in the digital world, this reach also stretching way beyond the conference delegates. The result was that the MBW brand reached a much wider audience than those present on the day, and Cande was able to demonstrate its value as a creative digital partner.
This activation exemplifies our commitment to helping MBW amplify their impact and build a community within the industry. By combining creativity, technical expertise, and our shared values, we continue to help MBW lead the way in to inspire all women working within the meat sector and drive the positive transformation of the industry.
Client testimonial
“Working with Cande has been an incredible journey. From strategy support to creative execution, they’ve consistently delivered beyond expectations. Their personal service is unmatched—collaborative, attentive, and always solutions-focused. Cande Group brings fresh, creative ideas to every project while staying aligned with strategic goals.”
