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Kerry The taste of things to come

Beloit, Wisconsin is home to Kerry's North American headquarters. A hotbed of innovation for the food and beverage sector, it was here that McCann Dublin helped design a customer engagement space like no other: Kerry's Taste and Nutrition Discovery Center (TNDC).

The challenge

Kerry wanted a brand experience that would give its customers a better understanding of the food and beverages that today’s consumers are looking for and better ways of producing them. McCann Dublin was given a space, a literal blank canvas, in Kerry’s North American headquarters, which was to become the Taste and Nutrition Discovery Center.

Our approach

We conducted in-depth research, both from desk and in person, on brand experiences and customer spaces around the world. We looked into what was best practice and what the emerging technologies to help here were. Our brand, digital and technical designers worked with architects to completely redesign the space from the ground and walls up.

The execution

Environment design

In delivering a truly 360-degree brand experience, McCann Dublin consulted with and worked alongside interior designers and architects to create all of the fixtures in the TNDC, from the wall textures and finishes through to the presenter podium.

Video content

Consumer trends were brought to life in several interactive video sequences that grace the curved 9-metre-wide screen of the TNDC.

Digital and UX design

Taking hundreds of documents provided to us by Kerry, we reshaped text, images, graphs and tables into engaging multimedia narratives that tell the story of the latest trends in meat, alcohol, ready meals, snacks and nutritional beverages, as well as the latest consumer insights.