Case study: Somerfield
The brief
To organise the Somerfield 'National Butchers Conference' for 600 butchers from across the whole of the UK.
The challenge
To show the changing role of the butcher within Somerfield over the years. The main aim of the conference was to show the importance of the butcher being visible on the shop floor and highly accessible to customers for help and advice. Active were also required to source a suitable, centrally located venue for the number of delegates, which could cater for the main conference, breakout areas, exhibition areas and dining facilities.
Themed workshops and breakout areas
The solution
- An East Midlands venue close to all transport links provided the suitable location, with in-house catering facilities and enough space for the breakout rooms and exhibition floors.
- A series of workshops, role-plays, interactive seminars and quiz shows were set up for the delegates to attend in rotation.
- Exhibition areas were themed and branded, and arrangements were made at nearby hotels for those requiring overnight accommodation.
The execution
- Guest speakers John Savident (Fred Elliott in Coronation Street) and James Martin (Somerfield's official chef) were invited to the conference. James also conducted some live cookery demonstrations on stage for which a purpose-built kitchen was constructed.
- Exhibition areas were organised for Somerfield suppliers to exhibit their range of produce, with cookery demonstration facilities made available.
- Role-play areas with professional actors were set up showing butchers from the past (1950s), present and the future.
- Quiz shows were organised, which were compèred by both James Martin and John Savident.
- Refrigeration units were placed on stage to show the complete range of meat products available at all Somerfield stores.
- Active arranged the 600 delegates into groups, who 'rotated' around the exhibition hall, main conference hall and breakout areas for the role-play and interactive seminars. Timing was critical in the smooth execution in 'rotating' such a large group across the whole of the site.
Guest speakers included James Martin
Interactive seminars
The success
The feedback from the client was that the conference was an immense success and the key message of the day had been delivered in a highly entertaining, visual, and exciting manner. The feedback from the butchers was that they felt it was the most enjoyable conference they had ever attended whilst employed by Somerfield, and they had taken a lot of positive messages from the conference, which they would build into their day-to-day work ethic.