Contribution to Mark Ludmon for feature in Promotions Buyer on confectionery for February issue. Copy date Jan 13

A TASTY BUSINESS

Eating away at the company is one way the promotions business is leaving a sweet taste in the mouths of customers.

Jelly beans in corporate colours is one of many inspired ideas coming from the food industry, says Andrew Bourne, head of the promotional product company Firebrand

‘They have discovered the promotions world in a big way and are helping us create really imaginative promotional ideas for our customers.’

Creative chocolate is another example he quotes. Shaped as a corporate logo or in the design of new product, such originality can be an intriguing way to make people’s mouths water at an exhibition launch or a promotional event.

As can be a stick of rock with a company name through the middle.

‘Food triggers a deep human response because it relates to reward and pleasure,’ says Andrew Bourne who sees making it fun an important element.

Such as fortune cookies filled with pre-chosen messages that get across a promotional theme in a humorous way.

But sweeties aren’t the only way to sweeten the theme. Custom labelled bottled water can send all kinds of promotional messages from, ‘rehidrate your brain cells’, to ‘a fresh idea from whoever’.

Such health-conscious ideas are always looked for says Bourne. Sugar-free mints can come neatly packed and wrapped with a corporate or promotional message.

As do muesli bars.

Then there are energy drinks that are ideal for a host of promotional ideas.

Seasonal opportunities have long been the mainstay of the food and drinks industry with hampers always popular. Yet budgets can be more widely spread with imaginative ideas such as bespoke Christmas puddings in ceramic pots, or handmade chocolates in luxury boxes with a company logo printed on top.

Other seasonal opportunities can be effectively targeted at times such as graduate recruitment fairs where, for instance, credit card-size boxes of thin mints can be given to make sure the company is not forgotten in one mouthful.

‘We source thousands of promotional products, from pens to pedometers,’ says Bourne, ‘yet the food and drinks industry has been slow to exploit the potential of this market. But this is now changing as they work with people like us who understand the business, to bring ever more exciting and creative promotions to a market that is hungry for new ideas.’