Tate & Lyle Scoops US Trade Show Marketing Award

09 June 2016 --- Tate & Lyle has hailed its victory in the Business Marketing Association awards as a "collaborative" effort and believes it has raised the bar for next year's competition.

The UK agribusiness scooped first place at the US 2016 Business Marketing Association B2 Awards in the “Live Trade Show Presentation or Demo” category at a ceremony held in Chicago.

It scooped the prize in conjunction with its agency partner Live Marketing.

Its winning entry included a guided tasting tour which featured at last year’s Institute of Food Technologists Annual Meeting and Food Expo held in Chicago.

Visitors to the Tate & Lyle booth at the expo were shown a multimedia presentation, followed by a personally led tasting tour of gourmet food stations. Along the way, tour guides delivered “bite-sized” messaging reinforced by snack-sized morsels of culinary creations featuring Tate & Lyle’s ingredients in action.“

Kelly Noonan, regional marketing manager for Tate & Lyle says: “This success was a collaborative effort between our partners at Live Marketing and the entire Tate & Lyle team. We set the bar high and look forward to another extraordinary turnout for the 2016 IFT show coming up this July in Chicago.”

“What makes the BMA's B2 Awards prestigious and unique is that this award program recognizes business marketers who exhibit excellence in results, not just great creative,” said Michael Palmer, BMA general manager. “

"The innovative program stood out among the record number of entries, surpassing goals for trade show metrics—including a registering a significant increase in the number of qualified leads and customer meetings."

The B2 Awards are given out to those brands which produce standout marketing activity.