What excited you most about this event and what were some of the initial ideas for the event that contributed to the success of the guests experience?
Our evening at Berkeley Fieldhouse was exciting to organise from an event planning perspective – Foodism has a great relationship with Select Wines through previous campaigns and this allowed us to have the creative freedom to implement a lot of fun ideas into the planning. The stand-out idea was to create a journey and experience through the Emilia-Romagna region for our Foodism guests. This involved a passport featuring all the wines they could taste throughout the evening, as well as Italian themed food on offer and a pasta demonstration from a traditional pasta chef.
Five wines were selected from Poderi dal Nespoli and presented at the event. What was the process for this selection?
Foodism was approached to host an event celebrating the 90-year anniversary of Poderi dal Nespoli, an estate and winery in Emilia-Romagna. The five wines chosen were selected as they best represented the winery and what the region has to offer. The aim was to give Foodism guests the chance to experience wines they may not have tried before and offer a taste of this incredible region in Italy. The wine selection included whites, reds and a rosé to finish.
Guests received at the entrance a passport that acted as a guide for them to “travel” through the event. What was the spark of inspiration for this and what did it contribute to the event?
The passport was the main theme for the event and provided an elevated guest experience. We wanted guests to feel like they were ‘travelling’ through the Emilia-Romagna region. Instead of a talk at the beginning of the evening instructing what our guests ‘should’ do at the event, we wanted them to discover each wine station on their own and really experience each wine tasting.
From a branding perspective, it ensured all the wines were equally represented; each wine had a page with a small amount of info, tasting notes and a food pairing. The olive design complimented the wines and the Italian region. The recipe cards were also designed with the same branding to ensure consistency throughout.
How do you plan for the guest’s ability to build on their experience and take their interest further?
All guests received a passport and a recipe card and were able to take both home. The recipe card contained three recipes that readers could make at home, inspired by chef Carla Brigliadori’s pasta demonstration.
Each station had a wine ambassador that spoke directly to the specifics of that selection. What did this add to the experience?
The aim of the event was to provide Foodism readers with an insight into the wines specific to the Emilia-Romagna region. Each wine station had a wine ambassador to ensure guests were educated on each wine as they enjoyed a tasting. Any questions they might have had while trying the wine could be answered by an expert.
Italian master chef-educator Carla Brigliadori was at the launch, making fresh pasta by hand. She is based out of Casa Artusi, the famous cooking school of artisanship—or food prepared by hand.what did her demonstration and mastery bring to the event?
Having Carla there was an exciting and very special opportunity for everyone attending the event – Carla flew to Toronto especially for the evening with Foodism. We wanted to bring a unique ‘event activation’ to the evening. The Berkeley Fieldhouse provided the perfect back-drop to a ‘home-style’ authentic, Italian cooking demonstration. With it’s white, wooden panelling and rustic vibes, the harvest table holding the pasta fitted perfectly. Foodism readers were able to approach Carla and ask her questions while she was making the fresh pasta. It was a cooking class they might not have otherwise had the chance to experience.
Smeg Canada was a compatible brand to present at the launch as the products have an underlying element of sustainability and aligned with the preferences and interests of the launch. What criteria are considered in creating partnerships for events and promotions?
As part of our Foodism events, we include an on-site activation or contest, often sponsored by a partner. It’s imperative for the partner to fit with both our event partner and our Foodism audience. As a brand of Italian heritage, SMEG was a fantastic example of this. This contest element to the event bought another dimension to the evening, and three lucky winners got to take away a kitchen mixer with a pasta attachment.
What were some of the attributes of the Berkeley fieldhouse venue that contributed to the success of the event?
When we were originally searching for a venue, we had a very clear expectation of what the venue needed to look like as well as all the usual requirements such as availability and capacity etc. Berkeley Fieldhouse really stood out to us for a number of reasons, but mostly for the decor and rustic vibe. With the outside space, guests could feel like they’d been totally immersed into the Emilia-Romagna region. It was a great fit for both the Foodism brand and Poderi dal Nespoli.
What was the process for working with Berkeley events catering to a specific menu for the event?
The Berkeley Field House event team were fantastic to work with both pre-event and on-the-night. We specifically wanted an Italian focused menu to fit with the theme of the evening. The catering team were very flexible and worked with us to create a menu that suited everyone. This involved ensuring that each of the wines would pair with at least two of the items on the menu – this was key. We ended up choosing a mixture of passed horderves and bowl food, as well as a harvest table with cheese and charcuterie.
Poderi dal Nespoli estate and winery
Video, photography and Blog Creator Branded By Hand