How Protein Candy Dominated CHFA NOW: A Behind-the-Scenes Look
From a bold booth design to strategic engagement both on and off the show floor, they delivered a best-in-class experience that turned heads and sparked conversations. We caught up with the team to uncover the strategy behind their success—offering insights and inspiration for future CHFA NOW exhibitors looking to make their mark.
1. What were your main goals going into the trade show?
Our biggest goal at CHFA NOW was to get Protein Candy in front of the right people—retailers, distributors, and industry insiders—so they could see (and taste) what makes us different. We wanted to drive trial, build awareness, make real connections, and walk away with solid leads that could turn into retail placements or partnerships.
2. How did you prepare in advance to ensure success? (Booth design, marketing, outreach, etc.)
We knew we had to show up strong, so we focused on making our booth bold, interactive, and inviting. We identified and worked with an agency to design our booth and put a lot of thought into every element to ensure maximum visibility for our product, good flow through the booth, and clear messaging. At CHFA NOW we made use of marketing elements like window clings that spoke directly to attendees in Protein Candy’s tone of voice to introduce them to the brand before even setting foot on the show floor. We also hyped our appearance at CHFA NOW on LinkedIn to drive more people to the event.
3. Did you have a specific strategy for attracting attendees to your booth?
Before the event, we made sure people knew where to find us by posting on social media and sharing updates about our appearance. We also ran ad creatives at the entrance of the event, so attendees saw Protein Candy as soon as they walked in.
At the event, we went all in on engagement. We had sampling front and center, so people could experience the product immediately. We also had a team of brand ambassadors actively bringing people in and keeping the energy high. Finally, our interactive boxing experience, where attendees could test their strength was a great way to grab attention, get people involved, and create a fun, memorable moment at our booth.
4. How did you train your team to engage with attendees?
We made sure our team was fully prepped and confident going into the event. First, we clarified our key messaging—the core takeaways we wanted every attendee to leave with. We kept it simple, clear, and consistent so that no matter who they talked to, they got the same strong brand story.
We also put together a FAQ playbook, anticipating the most common questions about Protein Candy—everything from ingredients and macros to retail availability. This way, our team was ready with quick, confident answers that kept conversations flowing smoothly.
5. How did you stand out among competitors on the trade show floor?
Our bold branding and bright colours made us impossible to miss. We designed our booth to be modern, eye-catching, and product-forward, so attendees instantly understood what Protein Candy was all about.
Tactics employed:
- Vibrant visuals that stood out in a crowded space.
- Sampling front and center
- Peg board merchandising
- Brand ambassadors actively pulling people in and keeping the excitement up.
- An interactive boxing experience where attendees could test their strength and engage with the brand in a fun, memorable way. We even had a UFC Champion at the booth for a few hours at a time to add to the novelty and energy.
6. How did you measure the success of the trade show?
Our focus was on the quality of interactions and the impact we made. We measured it in three key ways:
- Customer and consumer experiences – We paid close attention to how people reacted to Protein Candy, the questions they asked, and the feedback they gave. Seeing their excitement firsthand was a huge indicator of success.
- Product trial – Getting samples into as many hands as possible was a priority. The more people who tasted it, the more they understood what makes Protein Candy different.
- Retailer relationships – We focused on building strong connections with key retailers, having meaningful conversations, and setting up follow-ups that could lead to long-term partnerships.
7. What was the biggest win or best connection you made?
CHFA NOW was instrumental in helping us connect with a number of key buyers for Protein Candy as well as media partners who are already contributing to the continued success of the brand.
8. Are you exhibiting at CHFA NOW again and if so, are you tweaking your strategy at all?
Yes! Stay tuned - but we’re excited to continue fostering relationships we’ve built since launch and meeting more potential partners at future shows.
