ANCHOR FOOD PROFESSIONALS FHA BOOTH

To mark their debut at Asia’s largest F&B trade show, Anchor Food Professionals (AFP) set out to make a bold impression. As the Official Dairy Sponsor of the WorldChefs Congress, they needed an experience that would stand out on the global stage—and deliver meaningful impact for chefs, partners, and industry professionals.

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I managed the campaign end to end, coordinating closely with AFP’s New Zealand–based team and working across time zones throughout the 10-month planning process. My scope covered the design and build of a 90sqm booth equipped with a fully operational on-site kitchen. This included managing the rental, delivery, and setup of all professional cooking equipment, as well as overseeing the daily transport and replenishment of fresh ingredients for the live demonstrations. I also handled hotel arrangements and hospitality management for AFP’s VIP chefs to ensure a seamless and comfortable experience.

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Across the campaign, I worked closely with AFP’s appointed PR agency to align messaging, support media initiatives, and ensure cohesive storytelling across all touchpoints.

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Beyond kitchen operations, I oversaw full production management—including AV, lighting, technical operations, and show flow. Together with AFP’s global chef partners, we executed 13 live cooking demonstrations over four days and served more than 1,400 product samples directly from the booth.

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The event opened with a high-impact ribbon-cutting ceremony led by New Zealand’s Deputy High Commissioner, framed by larger-than-life mock product displays and immersive brand storytelling. I also led the production of product mock packs, bespoke door gifts, and custom trophies for AFP’s chef partners and collaborators.

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Throughout the campaign, I managed photography and videography, emcee coordination, and the design and printing of key collateral—including flyers, recipe cards, cookbooks, and branded merchandise. Additional responsibilities included warehousing logistics, guest experience planning, and on-ground staffing management—ensuring a seamless, world-class experience for thousands of F&B professionals from around the globe.

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The Booth & Event: