IPPN Expo 2025

Client: Freshtoday

Strategic Event Campaign & Brand Activation

Showing up where primary school leaders make decisions

The Irish Primary Principals’ Network (IPPN) Expo isn’t just another trade event; it’s where school leaders actively seek trusted partners and practical solutions that support the day-to-day running of their schools. It’s an environment where credibility, clarity, and professionalism matter far more than noise or novelty.

For Freshtoday, this wasn’t simply about being seen; it was about being trusted. They needed to present themselves as a dependable, organised, student-focused food provider that understands the realities of primary school life, from compliance and logistics to communication with staff and parents. Every touchpoint had to reinforce reliability and structure.

HOAD was brought in to shape the entire presence, not just the visual elements but the overall experience. From messaging and layout to printed materials and stand flow, we ensured the brand communicated confidence, clarity, and professionalism; positioning Freshtoday as a serious, capable partner for schools.

IPPN Image 1

The challenge

At IPPN, the audience is focused and informed. Every conversation matters.

Freshtoday needed to:

  • Clearly explain their school food model in seconds

  • Build trust quickly with principals and decision-makers

  • Differentiate from traditional catering providers

  • Create a structured way to capture and continue conversations after the event

The key challenge? Balancing warmth and approachability with operational credibility.

Strategy First, Stand Second

Instead of starting with graphics, we started with positioning.

We defined:

  • The single most important message for primary schools

  • The practical pain points principals experience around school meals

  • The tone that would resonate: supportive, solution-led, and clear

From there, the creative followed.

The stand design, messaging hierarchy, printed materials, and digital touchpoints were all built around one consistent narrative;
Making it easy for busy school leaders to understand the value quickly.

Get In touch

What HOAD delivered

For IPPN, we built a full event presence for Freshtoday; from strategy to execution, ensuring every detail worked together.

Strategic Positioning

Before anything was designed, we defined how Freshtoday should show up in a room full of primary school suppliers.

  • Refined the core message for school leaders

  • Developed benefit-led messaging for principals

  • Created a consistent tone across every touchpoint

Engagement & Lead Capture

We ensured the stand wasn’t just visually strong, it worked.

  • Structured engagement ideas to spark conversation

  • Clear information flow for busy principals

  • Digital-first lead capture to simplify follow-up

Stand Experience & Visuals

We designed a presence that felt fresh, professional, and instantly understandable.

  • Concept and design for the overall stand look and feel

  • Large-format graphics and display materials

  • Oversaw print production for quality and consistency

Post-Event Continuity

The campaign continued after the expo floor closed.

  • Branded digital assets for follow-up communication

  • Consistent email and online touchpoints

  • Reusable event framework for future education conferences

Branded Materials & Takeaways

Every item leaving the stand was intentional; useful, relevant, and aligned with the brand.

  • Branded tote bags and supporting collateral

  • Thoughtful, practical giveaways

  • Materials designed to extend visibility beyond the expo

Full Project Management

Behind the scenes, we managed timelines, suppliers, and production so the Freshtoday team could focus on conversations.

  • Artwork coordination and approval management

  • Print preparation and quality checks

  • Supplier liaison and delivery oversight

The Result

Freshtoday delivered a clear, confident presence at IPPN.

  • Strong visibility in a crowded supplier space

  • A message principals understood instantly

  • Meaningful conversations with real decision-makers

  • Simple, structured follow-up after the event

And the impact didn’t stop there.

The assets created for IPPN were built to last; Forming a reusable event toolkit for future education conferences and exhibitions.

Client

Freshtoday

SERVICES

  • Event Design

  • Print Management

  • Digital Communications

  • Merchandise

  • Marketing Campaign

SECTOR

  • Education

  • Primary Schools

  • School Food Services

  • B2B

Freshtoday Website

We’ve spent 15 years turning good ideas into great results and we’re just getting started.

Whether you need a full rebrand, a new website, or just someone to finally make sense of your marketing, you’ll find real people here who actually care about your results

Phone

0404 70171

Email

[email protected]

Follow