Case Study: International Baking Industry Exposition achieves higher engagement and a more personalized attendee experience with Freeman

International Baking Industry Exposition boosts engagement 472% with Freeman

The International Baking Industry Exposition (ibie) sought to transform its 2025 trade show from a product-focused event into a people-centric celebration of the baking industry's professionals. They partnered with vendor Freeman and its company, mdg, to develop a new strategy and marketing campaign that would make every attendee feel seen and inspired.

Freeman implemented the "Baking Heroes" campaign, which integrated user-generated content into marketing and on-site graphics and created immersive, personalized attendee journeys with educational and experiential tracks. This solution led to a 472% increase in engagement compared to the 2022 event, successfully fostering deeper connections and celebrating the individuals who drive industry innovation.

International Baking Industry Exposition (ibie)