New Product and Trend Campaign from ISM

Preparations for the world's largest trade fair for sweets and snacks in 2022 are underway with digital offers for additional reach.

In November 2020, after an intense exchange with the industry, Koelnmesse cancelled the on-site edition of ISM 2021 with deep regret due to the COVID pandemic. To give exhibitors the opportunity to present the latest products and trends without a physical event, and to make it a worthwhile experience for digital trade visitors, the trade fair team has launched an extensive new product and trend campaign.

Running over the course of several months, the campaign will comprise of a combination of a wide range of communication measures, such as webinars, specialised articles, interviews, press releases and presentations of new products. The offer is rounded off by a digital version of the New Product Showcase Award, which distinguishes the industry's top innovations.

"We know that the sweets and snacks industry works towards ISM every year to present the latest and established products to an international audience,” explained Oliver Frese, Chief Operating Officer of Koelnmesse GmbH.

“The ISM campaign allows us, in the absence of a physical event, to carry on offering our customers a central platform for the sweets and snacks industry, where they can inform themselves about important themes or industry trends and present their innovations."

Parallel to the campaign for new products and trends, the preparations for ISM 2022 are running at full speed.

The event is planned in a hybrid format based on a digital platform developed by Koelnmesse, which was already successfully implemented at the largest European trade fair for digital marketing and advertising, DMEXCO 2020. ISM 2022 will also offer new digital formats for exhibitors and visitors in addition to the physical presence.

The platform is state-of-the-art and offers the exhibitors the possibility to present their products as photo and text information within the digital exhibitor showroom and additionally increase the attention their company attracts by embedding video content. Furthermore, content on products and companies can be presented in digital panels or conferences to a circle of interested parties and can be addressed in greater depth via special networking functions in chats or digital meetings.

In addition to many further tools, the platform will also provide support in addressing new visitor target groups and will continue to enhance the offer of ISM long-term well beyond 2022.

Koelnmesse is an international leader in organising food fairs and events regarding food and beverage processing. Trade fairs such as the Anuga, ISM and Anuga FoodTec have been established as world leaders. Koelnmesse not only organises food and food technology trade fairs in Cologne, Germany but also in further growth markets around the globe, for example, in Brazil, China, Colombia, India, Italy, Japan, Thailand and the United Arab Emirates, which have different focuses and contents.

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