News

HRC, part of Food, Drink & Hospitality Week, brings together leading suppliers, operators, and decision-makers from across the hospitality industry. The event offers a platform not only for showcasing products but also for launching new ideas, building relationships, and engaging directly with buyers. 

In 2025, Unilever Food Solutions and Prosecco DOC both partnered with HRC to deliver high-profile activations. Their experiences highlight how collaboration with the event can drive meaningful results, whether through thought leadership, brand visibility, or direct commercial engagement. 

Unilever Food Solutions 

Headline Results 

• 343,080 views of Unilever branding via the partners banner on the HRC homepage 

• 1,517 impressions from dedicated HRC social media posts 

• 66 scans captured at Unilever’s Vision Stage session 

• Article viewed 483 times on the HRC website 

Partnership Story 

Unilever Food Solutions used HRC 2025 to launch Future Menus Volume 3, a report designed to explore dining trends and help operators respond to evolving consumer expectations. The launch took place on the Vision Stage, putting the brand at the centre of conversations about the future of food. 

The partnership was built around a 30-minute keynote session, supported by extensive branding and digital promotion. The session was featured in the seminar programme, visitor emails, and HRC’s onsite materials, ensuring strong visibility before, during, and after the event. An opt-in one the show’s registration form gave every visitor the opportunity to be send the report directly to their inbox. 

Unilever’s branding reached thousands of hospitality professionals, including everyone who registered for the show, with the partners banner on the HRC homepage alone receiving more than 343,000 views. Social media content, email inclusions, and a dedicated HRC news article added further digital exposure, extending the reach well beyond the show floor. 

Onsite, the Future Menus launch attracted a responsive audience, with 66 attendees to the session on the Vision Stage session. Combined with wider theatre traffic and networking opportunities, the launch positioned Unilever as a key voice in foodservice trends. By combining digital amplification with live theatre engagement, Unilever demonstrated how HRC can deliver both immediate audience impact and lasting industry reach. 

“HRC 2025 was the perfect platform to launch our Future Menus Volume 3 report on the Vision Stage. It allowed us to connect with forward-thinking hospitality leaders and share insights shaping the future of food. The added brand exposure and access to HRC’s audience also extended our reach beyond the event. We were proud to partner with HRC in driving innovation and helping operators stay ahead of evolving diner expectations,” comments Stuart Jeffrey, Marketing Director for Unilever Food Solutions UKI-ANZ. 

Jo Farish, Event Manager for HRC, adds: “Working with Unilever on the launch of Future Menus Volume 3 showed how effective HRC can be as a platform for thought leadership. Their Vision Stage session was a strong draw for visitors, and the mix of digital and onsite exposure gave their content reach long after the event. It was a great example of how a supplier can use HRC to spark conversations across the industry.” 

Prosecco DOC 

Headline Results 

• 13,000 copies of the show booklet featured Prosecco DOC branding and stand details 

• 888 impressions from HRC social media posts featuring Prosecco DOC 

• 6,605 recipients reached via visitor promotional emails (31.8% open rate) 

• 150 attendees enjoyed Prosecco DOC at major HRC networking events 

Partnership Story 

The Prosecco DOC Consortium partnered with HRC 2025 to showcase an extensive range of Prosecco DOC wines through masterclasses and networking opportunities. The partnership focused on direct engagement with buyers, sommeliers and chefs, and creating memorable moments around the Prosecco DOC designation. 

The masterclasses drew curious and engaged audiences keen to learn more about Prosecco DOC’s qualities and heritage. On the show floor, the dedicated bar became a lively feature, generating a strong flow of buyer enquiries. Beyond the theatre and the bar, Prosecco DOC was also present at a networking event celebrating HRC's 90th birthday, where over 150 attendees enjoyed its wines in a social, professional setting. 

Branding played an important role in reinforcing visibility, with Prosecco DOC featured in the show booklet, on the floorplan, and across the “What’s On” page of the website. A dedicated HRC press release and social media activity added extra reach, while targeted promotional emails ensured the brand was included in pre-show planning for visitors. 

The combined effect was a strong mix of engagement, enquiries, and awareness. By blending education with immersive tasting experiences, the Prosecco DOC Consortium not only built visibility but also secured meaningful buyer interactions, demonstrating how experiential activations at HRC translate directly into commercial opportunities for Prosecco DOC producers. 

“A brilliant HRC 2025 with high quality features and a vibrant energetic atmosphere. Inquisitive, responsive audiences attended our Prosecco DOC themed masterclasses and, at our successful bar feature, we had numerous direct buyer enquiries. This, coupled with the broad range of visitors attending made it a very successful show,” comments Neil Phillips, UK Ambassador for the Prosecco DOC Consortium. 

Jo Farish, Event Manager for HRC, adds: “Prosecco DOC created one of the most talked-about experiences at HRC 2025. Their tastings and masterclasses drew engaged audiences, while their bar feature delivered the kind of buzz that gets buyers talking. Seeing them also pour at our networking events showed how partnerships can cut across the whole visitor journey, from learning to tasting to connecting.” 

Both the Unilever and Prosecco DOC sponsorship campaigns were a hugely successful part of the 2025 event, with plans already in the works for both to return in 2026. 

HRC takes place alongside IFE Manufacturing, IFE, The Pub Show, International Salon Culinaire and Hospitality Tech360 on 30 March – 01 April as part of Food, Drink & Hospitality Week.  

In 2026, HRC will be back bigger and better than ever before, with a number of new feature areas including Street Food and Pastry HQ, and expanding into its own hall at Excel London alongside The Pub Show and Hospitality Tech360. Don’t miss out on your opportunity to take part in what promises to be a blockbuster edition of the show.  

To find out more about partnering with HRC to grow your brand presence in 2026, contact jo.farish@montgomerygroup.com.