Marketing Students Impress Longo’s Executives in High-Stakes Pitch Competition

Over $1,000 in cash and prizes were awarded for standout food marketing concepts.

HLOs:

In May 2025, student teams across three MKTG 255: Strategic Marketing courses competed in a live pitch event hosted at Longo’s corporate headquarters. The challenge: create and present an innovative, ready-to-eat food concept tailored to Longo’s diverse customer base. Only five teams across three classes advanced to the finals, earning the chance to present directly to Longo’s executive team.

This marked the third collaboration between Longo’s and Humber, and expectations were high. Students were tasked with identifying emerging food trends, crafting full-scale marketing strategies, and integrating digital elements such as augmented and virtual reality for an immersive “retailtainment” experience. Their campaigns also had to highlight a “Made in Canada” message, as part of an “Elbows Up” strategy designed to emphasize local sourcing.

The event was charged with energy as each team shared their creative ideas in the Longo’s boardroom. Longo’s executives praised the professionalism and ingenuity of the students, underscoring the event’s success.

“I was thrilled to hear the presentations by the Humber students on new meal solution ideas and how to promote them,” said Deb Craven, Longo’s President and CEO. “One of our key missions at Longo’s is to unlock the joy within food. I can’t think of a better way to bring this to life than seeing the innovation that each group brought in terms of new meal ideas and how to get our guests excited about them. It was clear that so much work, thoughtfulness and care went into each project and presentation. Thank you to all the Humber students who presented and inspired us with your ideas!"

The winning concept, Lasagna Soup, was inspired by a viral social media trend and offered a creative twist on a traditional Italian dish. The deconstructed soup featured gluten-free pasta, lactose-free ricotta, and was high in protein and nutrients. This made it an inclusive option for Longo’s health-conscious and culturally diverse customers.

Other standout concepts included a Maple Salmon Meal Kit, Tandoori Chicken Meal Kit, Fiesta Bowl, and Shrimp Tacos.

Congratulations to all participating students for their hard work, innovation, and professionalism, and a special recognition to the winning team for presenting a concept with strong commercial potential.

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