At the heart of the industry and supported by more than 300 companies, GroceryAid is a benevolent fund which helps thousands of people who work or have worked in the grocery industry. The support they deliver aids people who have fallen on hard times financially or need help and advice with stress, mental health, and general counselling.
In collaboration with Waitrose, they host the annual Waitrose Garden Party, a special event attended by 1,400 guests from the grocery industry, aimed at raising money for its charity. This year, we were privileged to be selected as partners with GroceryAid to organise and execute this prestigious occasion.
The objective was to craft an event that surpassed previous years regarding engagement and experiential elements. We had to provide an exceptionally valued experience that would leave a lasting, positive impression and raise additional funds for the charity, furthering its impact and reach.
We began by asking ourselves what would truly resonate with an audience from the grocery industry.
The industry has faced significant upheaval due to economic factors, the surge in online shopping, and increased consumer demand for convenience, quality, and sustainability. Despite these challenges, the grocery industry remains a crucial pillar of the UK economy, employing millions and providing the essential food and household goods that families depend on daily.
Understanding these dynamics and their impact on the industry's workforce was fundamental to crafting an engaging, relevant and successful event.
So, what was our approach?
Experience: We aimed to thrill our audience with exploratory and captivating experiences.
Sustainability: We committed to weaving sustainability throughout every facet of the event - from our menu selections to our production methods and operational practices.
Transparency: We ensured the project was delivered with absolute transparency, clearly communicating all costs and giving insight into how we developed and executed the experience.
Our goal was an inclusive, sustainable garden party at Dorney Court that stayed true to Waitrose & Partners' spirit while raising funds for GroceryAid. We created four distinct areas, transforming an empty field into an experiential journey.
Guests entered through a secret wildflower garden, encountering playful photo ops with flamingos and human rose bushes. The reception featured a vintage hot air balloon bar, while the dining space was divided into five color-themed zones reflecting Waitrose and GroceryAid's branding. Nick Grimshaw hosted an interactive quiz to boost fundraising, and Melanie C delivered an energetic performance.
We prioritised sustainability through minimal waste, plastic-free operations, and food bank donations. Close coordination with GroceryAid, Dorney Court, suppliers, and talent ensured seamless execution of this imaginative experience.
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