Tate & Lyle Win US 2016 Business Marketing Association B2 Award

London, UK— 7June 2016— A creative and collaborative approach to engagement on the trade show floor earned leading global provider of food ingredients and solutions Tate & Lyle and it’s agency Live Marketing a first place at the US 2016 Business Marketing Association B2 Award in the “Live Trade Show Presentation or Demo” category at this year’s awards gala held 1 June in Chicago. The winning approach which included a guided tasting tour was featured at last year’s Institute of Food Technologists Annual Meeting and Food Expo held in Chicago.

An interactive programme showcased Tate & Lyle’s latest innovations and applications expertise through an on trend, sensory experience aimed at the IFT Food Expo’s discerning “foodie” audience. Visitors who approached the booth were first invited to view a brief introductory 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. At the end of the tour, participants then had the chance to talk with Tate & Lyle’s team, creating a memorable and valuable experience for all involved.

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.

Anne Trompeter, Live Marketing Principal and Executive Creative Strategist, says the recognition is a testament to the authentic engagement and strategic education approach the Tate & Lyle event team embraced. “It’s been an honor to work with the Tate & Lyle team to transform the typical ‘dine-and-dash’ scenario of trade show exhibits into an extraordinary attendee experience that drives tremendous business results,” says Trompeter.  

Live Marketing Contact:
Jillian Axtell, Live Marketing at

About Live Marketing

Live Marketing creates strategic and compelling trade show and event experiences to communicate powerful brand stories. The agency is committed to delivering inventive and inspired face-to-face marketing experiences that engage—differently, creatively, passionately, and authentically. From trade shows, meetings, corporate summits, and events of all sizes, Live Marketing gets you more engaged contacts, broader awareness, and better business results. Looking to create a memorable and meaningful experience for your brand? It’s your story. Let’s tell it. Learn more at www.livemarketing.com.