IBIE 2025

UGC-Driven Branding

The updated creative direction was seen throughout the event with large-scale graphics, photo opportunities, and playful elements that encouraged attendee participation and social sharing.

Supported by paid influencer marketing, engagement increased by 472% compared to 2022.

Celebrated every segment of the industry and spotlighted industry “heroes”
The attendee journey and event materials featured shout-outs to various verticals, such as retail bakers, home bakers, industrial producers, influencers, and industry leaders.

Integrated user-generated content into the attendee experience
Speakers, exhibitors, and industry participants submitted their own photos for use in marketing materials and on-site graphics.

Provided photo opportunities throughout the show floor
All attendees, as well as influencers, were able to immerse themselves in the experience and share their memorable moments.

Personalized Attendee Journey

The attendee journey at IBIE was designed with immersive environments that foster connection and learning, while also creating a more engaging and meaningful experience — allowing attendees to follow education and experiential tracks that align with their professional goals.

Education tracks aligned with current industry trends
The largest IBIEducate program in the event’s history included more than 250 education sessions, hands-on workshops, and demos. Supporting all areas of the baking/grain-based food industry.

Experiential tracks engaged attendees in activity and innovation
Interaction went beyond education sessions with live demonstrations, contests, and immersive experiences, including:

• Baking competitions
• The Innovation Showcase
• The Great American Pie Festival
• Panettone World Cup
• Iginio Massari’s Panettone Maasterclass
• The Rockin’ Pint Concert