The Institute of Food Technologists worked with 360 Live Media to develop a new event to convene the entire food ecosystem. The goal? Bring together the smartest people in the world to find news ways to make food taste better, last longer, and sustain life on our planet for generations to come.
Over the course of several years, 360 Live Media led the event strategy, branding, audience research, and integrated marketing campaign to launch FIRST—which stands for Food Improved by Research, Science, and Technology. The result? The new, hybrid event attracted record attendance in its inaugural year.