Marketing Students Impress Longo’s Executives with Innovative Food Pitches

HLOs:

In December 2024, student teams from MKTG 255: Strategic Marketing course competed for the ultimate prize during a high-stakes pitch event at Longo’s corporate headquarters. The challenge: develop innovative ready-to-eat food concepts tailored to Longo’s diverse customer base and present them to the supermarket’s executives.

Longo’s, collaborating with Humber Polytechnic for a second time, set the bar high for the competition. Students were required to identify emerging food trends, develop comprehensive marketing strategies, and incorporate cutting-edge technologies like augmented and virtual reality for "retailtainment." The event was charged with energy as each team shared their creative ideas in the Longo’s boardroom.

The winning concept, 'Asian Roots,' was inspired by Canada’s multicultural demographics and the viral South Korean trend of Mukbang—live-streamed videos of individuals enjoying large quantities of food while engaging with an audience. Designed to appeal to Longo's diverse clientele, Asian Roots is slated to hit store shelves soon. The victorious team was awarded a $500 Longo’s gift card for their standout idea and exceptional execution.

Other notable concepts included 'Corn Boost' and 'Quinoa Palau', showcasing the students' creativity and ability to meet consumer demands.

Longo’s executives praised the professionalism and ingenuity of the students, underscoring the event’s success. Congratulations to all participants for their hard work and innovation, and a special acknowledgment to the winning team for delivering a product with commercial potential.

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