Haywood & Padgett Case Study


Bakers of Britain’s Best Scones

Haywood & Padgett have spent 30 years perfecting the great British scone. Their expert team have developed innovative, exciting products that sold in the top high street retailers.

Haywood & Padgett produce bread, cakes and scones. Their family run business has grown from local market trader to international supplier. Trade shows were the next step to sourcing new distribution channels, increasing brand awareness and growing their business.

As well leading food shows like IFE, Food & Drink Expo and Anuga, Haywood & Padgett chose to exhibit at shows like WTCE, which attracts hundreds of airline and rail buyers.

Their exhibiting calendar includes shows at Hamburg Messe and Koelnmesse in Germany as well as venues much closer to home such as the NEC in Birmingham and ExCel London.

Briefing Their Exhibition Stand

Haywood & Padgett had a busy exhibition calendar that took them to Germany, London and Birmingham. They needed a stand that was reusable, reconfigurable and easy to transport. Ideally, they wanted a professional installation option that included international events.

The aim was to show distributers that they had the capability and capacity to deliver on a wholesale basis. They produce around 4.5 million scones a week so we knew it wouldn’t be hard to share that message.

The first show that they asked us to design a stand for was IFE 2017. The floor space was 6x3m with two open sides. This is a good sized space to achieve the brief, and we knew we could design something spectacular to stand out from the other shell schemes.

Creating a Bakery Exhibition Stand

Haywood & Padgett asked for space to display their product and show distributers that they could deliver on a wholesale basis. They needed a meeting area and the graphics had to perfectly summarise their brand.

There was the added challenge of keeping costs low whilst providing a reconfigurable exhibition stand that would highlight their bakery throughout their exhibiting calendar.

Our solution was the Free2Hire plan. Our Free2Hire plan allows exhibitors to rent a stand from us. It includes graphic design, manufacture and professional installation. We never charge a rental fee, so the framework is included in the package free of charge.

This plan makes managing multiple shows easy. And you might recall, from the brief, that Haywood & Padgett were keen to take advantage of professional installation so it was the perfect solution for them.

Stand Out Bakery Exhibition Stand Features

We are experts when it comes to shell scheme transformations, and Haywood & Padgett’s exhibition stand was no different. Our seamless graphic look was perfect to entice delegates over to their exhibit with gorgeous baking imagery.

High-level branding helped Haywood & Padgett stand out on the trade show floor. We removed the fascia panels and ceiling grid to allow us to extend the height to 3.9m – towering above the other shell schemes.

Integrated product showcases, fitted with shelving and downlighting, encouraged visitors to engage with Haywood & Padgett’s product range. There was also a meeting area on the stand, which made one-to-one meetings with distributors possible.

Photo-flooring was the final step in bringing this brand to life. A printed vinyl floor covering made to look like a wood finish was embellished with the Haywood & Padgett logo.

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Written by Natalka Antoniuk