Frenchmaid Brand Activation & Trade Show Stand – Bidfood Auckland Industry Event

A vibrant, experiential trade show stand designed to connect, engage, and leave a lasting taste impression

Client: Groenz 
Brand: Frenchmaid 
Event: Bidfood Auckland Industry Event
Venue: Auckland Showgrounds
Scope: Design, build, and delivery of a custom brand activation and experiential trade show stand

Purpose-Built for Brand Engagement

Frenchmaid came to us with a clear vision — they wanted more than just a display. They wanted a brand activation that stopped people in their tracks, sparked curiosity, and encouraged authentic interaction. At the Bidfood Auckland Industry Event, the competition for attention is fierce, and their stand location presented a unique challenge: a low venue ceiling in a darker pocket of the hall. The upside? It sat directly along a high-traffic route, greeting attendees as they entered through a key access point. That meant our design had to deliver instant cut-through — visually striking from the first glance and magnetic enough to pull visitors straight in.

To offset the darker setting, we layered in vibrant lighting that added visibility, warmth, and energy. The effect was a space that felt bright, open, and welcoming — a beacon in an otherwise shadowed corner.

Interactive Features That Brought the Brand to Life

We designed the stand as an immersive environment where visitors could step into the Frenchmaid world — taste, see, smell, and connect. Every element served both function and storytelling:

• Custom shelving wall — A full-height display that presented the entire Frenchmaid sauce range with clarity and pride. The organised layout invited people to explore the flavours, sparking product conversations and recipe inspiration.
• Sampling product display & counter with warming station — Engineered for smooth tasting sessions, the counter integrated hero signage and a built-in warming unit to keep samples at peak flavour. Positioned front and centre, it invited people to pause, taste, and chat with the team.
• Fridge tucked out of sight — Refrigerated storage was essential for freshness. By concealing it in the prep area, we kept the public-facing space clean and professional while still allowing quick access during busy periods.
• Large front counter — Doubling as a hospitality hub and hero product showcase, it gave staff a natural point to engage with visitors, all while presenting key products in a premium format.
• QR code competition – The Chef Challenge — A quick, interactive hook that encouraged attendees to scan, enter, and put their tastebuds to the test. It extended engagement beyond the stand and delivered valuable lead capture.
• Inflatable product bottles — Oversized branded inflatables provided both fun and function — adding vertical presence in a low-ceiling space while making the stand easy to spot from a distance.
• Wood-look raised floor with floor decals — The timber effect brought warmth and grounded the space, while subtle floor graphics acted as directional cues, guiding visitors toward interaction points.

Design That Works in the Real World

In a trade show environment, brand activation needs to work just as hard operationally as it does visually. Every choice here was made to support the Frenchmaid team in delivering a seamless experience — from hidden storage for utensils and packaging, to a layout that allowed multiple visitors to interact without crowding. Positioned at the main entrance flow, the stand was able to capture peak foot traffic and keep the conversation moving.

Memorable Brand Experience

This wasn’t just a stand — it was a flavour-led experience. Bright, crisp graphics told the story visually, while the aromas, tastes, and personal conversations created an emotional connection. Attendees left not just knowing the Frenchmaid brand, but having experienced it in a way that felt genuine and memorable.

Outcome

The Frenchmaid brand activation delivered on every front — attracting attention, facilitating interaction, and operating seamlessly under live event pressure. By creating a space that blended smart design, sensory engagement, and operational flow, we turned a challenging location into a clear advantage, leaving attendees with a strong, lasting impression of what Frenchmaid stands for.

Looking to turn your next trade show presence into a true brand activation? Contact Expocrafters today.