The brief

Brand: INSTITUTE OF FOOD TECHNOLOGISTS (IFT)

Since 1939, the Institute of Food Technologists (IFT) has been a forum for passionate food science professionals and technologists to collaborate, learn, and contribute, all with the goal of inspiring and transforming collective scientific knowledge into innovative solutions for the benefit of people worldwide. As a scientific community grounded in purpose, IFT feeds the minds that feed the world.

Campaign: IFT FIRST 2025

IFT FIRST is the largest global food science and innovation expo. At IFT FIRST, attendees connect with innovators, decision-makers, and solution providers across every sector of food science and technology—all in one highly-engaged environment.

My approach

• I led the social media campaign leading up to IFT FIRST 2025. My approach was to phase out the campaign into two major themes: “Why IFT FIRST?” and “At IFT FIRST”.

• The themes helped me tie together the story of FIRST, focusing on the value the annual event and expo brings to the food science community. I weaved together testimonials from past attendees that spoke to the diversity of the global food system and leveraged IFT senior executives as spokespersons to really drive the message home.

• Overall, the event (and social campaign) was a success and led to significant increases in IFT’s sales pipeline.