Collective marketing – food for thought

Laura Lewis
jun 27
2 min read

With delicious aromas filling the air, Stavanger is once again abuzz as thousands of people flock to the streets for the 26th annual Gladmat food festival, held from June 26 to June 29, 2024.

Gladmat, meaning “happy food,” is Norway’s largest food festival, attracting around 250,000 visitors each year. This event showcases the culinary delights of over 150 exhibitors, ranging from local producers to innovative food processors and catering businesses. Gladmat has grown into one of Norway’s largest cultural events and a prominent brand in the Stavanger region, demonstrating the power of collective marketing.

The power of collective marketing
Collective marketing is the collaboration of like-minded businesses to create a mutually beneficial event. Despite some businesses’ reluctance to partner with competitors, combining forces can craft a compelling narrative that captivates local audiences, media, and buyers. The power of working together gives a wider reach more than a single business could manage alone.

For collective marketing to succeed, participating businesses must share target markets and values. Finding the right partners is key. When these align, collective marketing can be used as a strategy across various industries. For example, we recently helped our client Izomax deliver an Isolation Technology Day, in collaboration with their competitors ValveTight and IKM Testing.

By creating a synergy, you not only benefit from increased brand awareness for all participants, but practically this approach also shares the organizational and financial burdens, making it a cost-effective marketing strategy compared to running an event alone.

So, with that food for thought, we’re going to tuck into these delicious waffles. Happy food everyone!

For more information on Gladmat visit:

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