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This month, Stavanger’s Gladmat Festival returns. Drawing hundreds of thousands of visitors and over 100 food exhibitors. For brands, it’s more than a festival. It’s an opportunity to build connections and relevance.

This isn’t just clever branding, it’s high-ROI strategy. When brands create cut through and align with memories, they drive loyalty, seasonal sales, and lasting relevance. The result? Long-term revenue growth.

For CEOs, the message is clear: strategic marketing isn’t a cost – it’s a competitive investment. Being remembered beats being seen. And being chosen beats both… So as Gladmat is preparing for its 2025 festival, here’s a few examples of how food brands have created cut through:

TINE: The ROI of Showing Up Where It Matters

Since 1998, TINE has been more than a dairy brand – it’s been a fixture of childhood summers through TINE Fotballskole. By backing local football programs across Norway, TINE didn’t just sponsor a holiday activity, the brand became part of growing up.

Tens of thousands of kids wear TINE-branded kits every year, turning casual matches into meaningful brand moments. But the real value lies in consistency: TINE shows up where its core values- childhood, health, and community -naturally live.

This is grassroots marketing done right. Hyper-local, emotionally resonant, and long-term. The result? A brand trusted not just for its products, but for its presence.

Kvikk Lunsj: The ROI of Ritual

Since the 1930s, Kvikk Lunsj has positioned itself as fuel for the outdoors,but it’s on Norway’s snowy trails that the brand truly delivers. Wrapped in its iconic red, yellow, and green stripes, it’s become as expected on a ski trip as wool socks and a thermos.

This isn’t just nostalgia, it’s strategic marketing. Kvikk Lunsj has embedded itself into national habits, making the leap from product to ritual. It’s not a chocolate bar you buy; it’s one you pack. By aligning with lifestyle moments and showing up consistently, the brand earns loyalty, seasonal spikes, and long-term relevance-proof that memory builds margin.

Food is universal, across markets and cultures. Creating cut through with events is not just limited to Norway.

KFC Japan: The ROI of Cultural Opportunity

In a country where Christmas isn’t traditionally celebrated, KFC saw white space—and filled it with fried chicken. In 1974, the brand launched its now-iconic “Kurisumasu ni wa Kentakkii!” (“Kentucky for Christmas!”) campaign, positioning KFC as the festive meal for families without set traditions.

This wasn’t just clever—it was insight-driven. The campaign tapped into a cultural gap, offering a joyful, shared experience at a time of year centred on togetherness.

By aligning its brand with a new cultural ritual, KFC didn’t just boost seasonal sales—it created one of the most successful examples of brand-led tradition building. The result? Market dominance every December and decades of emotional resonance.

What B2B Brands Can Learn from the Food Brand Masters

Although food brands are B2C, strategic thinking and learnings can be applied across sectors.

In our core markets (energy, maritime, aquaculture and technology), the stakes are high and the audience’s niche. However, the principles of standout brand building remain the same:

• Be present where it matters: Just as TINE shows up in grassroots football, B2B brands can connect at industry events, training programs, or through long-term community involvement. Visibility is strongest when it’s connected with relevance.
• Build rituals, not just recognition: Kvikk Lunsj turned chocolate into a cultural habit. What moments define your customers’ routines? Find them. Own them.
• Spot the cultural gap: KFC in Japan didn’t wait for permission to be part of the holiday season, it created the moment. B2B brands can do the same by spotting unmet emotional or operational needs and creating category-defining responses.

In a crowded market, standing out isn’t down to luck, it’s built with strategy.

Brand Consistency Without the Chaos

Still digging through shared drives or Slack threads for the right logo? Or wondering if that blue is the blue? We get it. Keeping your brand consistent shouldn’t slow you down – and it doesn’t have to.

That’s where Brand Kits come in. Think of them as mission control for your brand. They are one central place for all your essentials: logos, fonts, colours, templates, and usage rules. No more second-guessing. Just fast, confident, on-brand design every time.

Make Brand Clarity Effortless

Brand Kits don’t just store your assets – they bring structure. Add notes and usage rules directly into the kit. What logo goes where. Which fonts to stick with. When not to use that secondary colour. No dusty PDFs or tribal knowledge – just clear, built-in direction.

It’s brand consistency, built into your workflow.

One Platform, Every Brand

Running multiple brands, campaigns, or regions? Brand Kits scale with you. Switch between kits in a click. Each one stays clean, organised, and tailored to its own look and rules. No mix-ups. No crossed wires.

Built for Speed. Made for Teams.

Whether you’re onboarding a new hire or working with an agency, Brand Kits give everyone what they need, and only what they need. Control access. Share links. Remove friction. No more “Can you send me the logo again?” emails.

Focus on What Really Matters

Brand Kits help teams move faster, reduce mistakes, and spend more time creating – not digging. Whether you’re building one brand or managing a whole portfolio, this is brand management that works.

The Chemistry Behind Every Strong Brand

At Project Neon, we believe consistency is just the start. The real magic happens when people, tools, and ideas align – when you find the right formula to create something unforgettable.

At 15, we had a school assignment to choose a place for a two-week work experience placement. At the time, art was my favourite subject – the one lesson I genuinely looked forward to. The creative freedom made it the best part of the school week. It got my brain working in the right way.

I was already experimenting with design software back then, messing around with early (cracked!) versions of Photoshop and getting pretty familiar with how it worked. So, for my placement, I applied to a local design studio.

Those two weeks were incredible. I started with tiny design tasks, but since I already knew my way around the software, the work quickly became more involved. By 16, they’d taken me on as a “Very-Junior Designer“. My routine became school until 3:30pm, then straight to the studio for a 4pm start, working a couple of hours each evening. Branding, layouts, assignments – I loved every second. This was what I wanted to do for the rest of my life. I felt so lucky to find it so young.

At 16, I happily left school and skipped A-levels. The only other students leaving that year were four boys who weren’t allowed to stay on (!) but there I was, off to Leeds College of Art to study a two-year Graphic Design course. I’d found my calling. Funnily enough, during this time I actually went back to tutor the design software to my former art teacher on my days off, how tables so quickly turned!

Those years flew by, followed by a degree in Graphic Design. Throughout university, I interned at as many places as possible, eager to get into the working world. I was itching to graduate. Those five years solidified my passion for design. The balance of creativity and social aspect of working directly with clients felt just like those first art lessons – nothing had really changed.

By the time I graduated at 21, I had already been a junior designer for five years and knew I was ready to take the plunge. I set up my own design practice on day 1 of graduating, then working with incredible clients from all over the world which then happily merged with my other lifelong passion: music.

Now, back to being 15 again with a different spin.

I’m walking down the high street in Leeds and was handed a CD promoting a local club night at Gatecrasher (a huge club brand at the time – who remembers?). At 15, I was way too young to set foot inside any club, but I put the promo CD on anyway. And wow. My ears exploded. I had never heard anything like it before—house music. That was it. I was hooked.

I soon got myself some DJ decks and, I’ll admit another cracked piece of software (!), and started figuring it all out. A familiar story.

Once again, I found myself drawn to something that blended that creativity and social experience again. Just like with design, I threw myself into it. I DJed at house parties throughout college and university, then in clubs around the city after graduating.

My life has since always revolved around two things and become a confluence of music and design. Over the years, I worked on projects that combined both, taking me to some of the world’s biggest dance music hotspots – Ibiza, Tulum, Amsterdam, Manchester (the latter of which is where now call home). Sorry Norway, I love you, but your dance music scene needs more!

Design and music give me the same sense of purpose. Weekdays, you’ll find me deep in design work. Weekends, I’m in the DJ booth – either playing or supporting friends. Two parallel journeys that have led me exactly where I am now 15 years later, at 30. I feel incredibly lucky where I am right now: working with the amazing Project Neon team, working on awesome projects, all while listening to beautiful beats all day!

The company values of Proactive, Engaged, Vibrant actually align perfectly with everything that’s me.

• Proactive – I’ve always created my own opportunities. At 15, I taught myself to design. The same drive got me into music—learning, practicing, and putting myself out there.
• Engaged – Whether in design or music, I’m all in. From late nights designing to late/early(!) mornings DJing at clubs, I’ve always immersed myself in the creative world, constantly learning and listening.
• Vibrant – Energy and passion fuel everything I do. Whether designing for global clients or listening to music in top dance spots, I thrive in fast-paced, creative environments.

And here’s a song from that CD that in kicked it all off:

How I swapped the pebbled shores and ocean breeze of Madeira for the majestic fjords of Norway, with a few unforgettable stops along the way.

I grew up on the breathtaking island of Madeira, where the sea sparkles year-round and the sun fills your heart (and soul) with energy. Life there is vibrant and warm, just like the people. That love of movement, connection, and creativity has shaped everything I do. And honestly? My journey so far has been full of waves, wonder, and a few plot twists I never saw coming.

After studying in Porto (hello, stunning Douro River views!), I landed my first real job at the Casino of Madeira as a Marketing and Commercial Assistant. It was everything you’d imagine: a buzzing atmosphere, live music, dazzling performances, and fascinating people from all over the world. I worked on strategy for the gambling room and event promotion. It was a wild and exciting early-career adventure. But eventually, I realised nightlife wasn’t my forever scene.

Time for a change

Next stop: Guernsey. What began as a quick visit to friends turned into a couple of seasons working at a hotel – still close to the sea, but with a totally different rhythm. And just when I thought I’d caught my breath, life had another surprise in store.

My partner (now husband) moved to the Shetland Islands, and I soon followed. I ended up staying nearly four unforgettable years. If you’ve never been, picture dramatic cliffs, powerful storms, puffins in summer, the Shetland Folk Festival, and the blazing spectacle of Up Helly Aa. While there, I joined a brilliant social enterprise as Marketing Manager, working with a passionate team on a truly important mission: inclusivity. We hit some proud milestones, like getting our products featured at Scotland’s Bute House, and even in Vogue UK. Yes, that Vogue!

Then came Norway…

When my husband received a job offer in beautiful Stavanger, we couldn’t say no. Sure, it’s not quite as warm as Madeira, but the nature here is just as powerful – peaceful fjords, rugged coastlines, auroras, and that same ocean that’s always felt like home.

My first role in Stavanger was with a fast-growing SaaS company. It was a creative whirlwind, and a steep (but fun) learning curve. I worked on content strategy, inbound marketing, and employer branding.

And that brings me to Project Neon, the bright, bold and ambitious agency I now call home. We’re a small team, but full of creativity, energy, and big ideas. Every day is different, and that’s just how I like it

Looking back, it’s been quite the journey. From island shores to northern lights, from glittering casinos to purpose-led missions.

If there’s one thing I’ve learned, it’s this: home is a feeling. And I’ve found mine by the sea, doing meaningful work with good people. And YOLO? I’m living it.

Catarina

As a millenial, who saw the launch of the iPhone and the rise of online media, it would be natural to present myself in references from a TV show of the time – Friends.

The one with the origin story

Growing up in the suburbs of Dublin, I enjoyed books, theatre, music and performing. News and media were always something that captured my attention, and I thought about how I could work at the forefront of this. I loved language and how it can be used to influence and shape society and its thinking.  As such, a career in corporate communications felt like a natural place to feel involved in what was going on in the world.

Studying Business and Politics at Trinity College Dublin, I was interested in how various stakeholders across society influenced government decision on business and trade. Graduating, I had a desire to understand how business, politics and law intersect. After I graduated, I studied European Law at The University of Edinburgh.

The one with haggis and kilts!

On arrival in the Scottish capital, the colossal tomes focused on European integration and legislation were nothing for a book worm like me. However, my skills of how to fend for oneself left much to be desired – queue lots of fire alarms being set off by overcooked oven pizzas!

After a stint as the Dublin Rose of Tralee (Irish readers will understand) coupled with an episode of backpacking, I moved back to life in Edinburgh full time. Working at Stripe Communications I learned the true skills of corporate communications. Under the mentorship of the stellar Juliet Simpson, I quickly learned to navigate the ebbs and flows of Scottish and UK national media. Stripe was only getting started in corporate communications at the time, so I got to experience firsthand how a new division / practice area gets established. Representing clients across aquaculture (The Scottish Salmon Company, now Bakkfrost), food & drink (C&C Group) and property (Buccleuch Property, Shawfair LLP & EDI Group).

It was here that I learned about crisis and issues management, as well as how to proactively drive media coverage through creative campaigns and executive profiling.

The one with the move to London

I had always loved London and soon the bright lights called me south.

Working first at Weber Shandwick on ExxonMobil’s EMEA Fuels & Lubricants account, I got to learn quickly how the energy sector worked and operated.  Not long after starting, I got a call to work on the Emirates Airline’s account at Red Consultancy. This opportunity saw me work on Jo Monery’s corporate team, and it was then that things really took off (pardon the pun).

Crisis & issues, reputation and stakeholder management were a large part of the role.  We worked for industry leading clients across property (Crest Nicholson), logistics (Yodel), travel & transport (Emirates Airlines) and management consultancy (Capgemini). There was never a quiet moment, and I loved the fast pace of life next door to the bustling Piccadilly Circus. Naturally, the thrill of working with top tier media including BBC, FT, The Economist daily was fun for a news junkie like me.

I fully enjoyed London life. Living in Clapham with endless sunny Sunday afternoons spent with friends in the Common seem a distant memory these days. Spoiler Alert: I have three kids now!

The one with the big ‘pivot’

Two weeks after getting married in 2018 my husband said ‘hey fancy moving to Norway for two years’.  As someone who loved adventure / travel, I said yes. Arriving in Stavanger in November, I did notice it was a little different than central London…

Setting up the aptly named ‘Gannon Communications’ or ‘GanCom’ as we liked to call it, this time of my life had me figure a whole new raft of business skills like submitting my first Norwegian corporate tax return. All the time learning about the many different dialects of the Norwegian language and an understanding of how to sell my expertise in a completely different market. I quickly noticed that this new way of life was also mirrored in the different media landscape and types of coverage in Norway. However, adapting to new challenges and situations is always something that I have taken in my stride.

It was then GanCom started working with Laura’s Project Neon, offering communications to the existing marketing clients. From this a great friendship was formed. The mix of skills instantly felt right and saw results. It was decided to officially bring communications under the umbrella of Project Neon. Now as a full-service agency across marketing and communications, it was exciting to establish this side of the business and help to grow Project Neon with Laura into what it is today

Stavanger is a small city, but it punches above its weight in terms of influence and innovation. As a global energy hub, the talent and expertise of those who live here is second to none. It brings a smile to me to think I have brought a little slice of London agency life to this beautiful part of the world.

Our goal as a business is always to unlock this talent and help get that story out there to the relevant markets – no matter where in the world they are located.

The last one….

So, while this is the end of the Friends comparisons, it is certainly not the end of the road.  Life has changed substantially from the beginning of the story. In 2020 we welcomed our first son and in 2023 we said ‘hei hei’ to number 2 and 3. Yup, TWINS, ok that might be another friend’s reference.

Most weekends I can be found enjoying the various lekeplasser that Stavanger has to offer, while chasing a trio of little boys around. Not quite the chilled out sunny Sundays in Clapham Common, but it sure is great!