Interviews, insight & analysis on digital media & marketing

Coca-Cola, AB InBev, McCormick launch £20k MAD//Fest innovation pilot briefs

At MAD//Fest London on 5-7 July 2022, Coca-Cola, AB InBev, and McCormick will be among the brands who have provided £20,000 innovation pitch briefs to start-ups.

The initiative, which is aimed at providing a platform for collaboration between major advertising and emerging start-ups, will see six brands offer pilots to six innovative start-ups at the marketing, advertising, and disruption festival.

35 start-ups will be exhibiting in MAD//Fest’s House of Innovation and pitching live on-stage for the pilots. The pitches will be hosted by innovation specialists Co:Cubed.

“MAD//Fest isn’t just a place to ‘talk’ shop – our House of Innovation is a vibrant space where deals are done, relationships are made and attendees benefit from seeing how the latest emerging technologies can meet the briefs of the world’s top advertisers,” said Dan Brain, MAD//Fest London Co-founder. “This year’s theme for MAD//Fest is ‘No Guts, No Glory’ as it’s fantastic to see top brands share their challenges and open their minds to the possibilities of collaborative innovation.”

The briefs include:

Coca Cola Europacific Partners (CCEP): Connecting with shoppers, instore and online

As the world’s largest bottler of Coca-Cola products (outside the US), CCEP is looking for innovative solutions to connect, engage and influence shoppers. As part of this brief, CCEP are looking for tools to engage shoppers mid Grocery shop (Instore or Ecomm) to break their habits and to help them pick up something different.

AB InBev: Engaging and re-engaging consumers in a digital world

As the world’s largest brewer, AB InBev is always seeking to connect and engage consumers on a deeper level – particularly in a digital world. As part of this brief, ABInBev is in search of solutions that create personalised engagement with consumers of beer and other beverages. The product should provide recurring value so that users come back to it at least once a month.

McCormick: How can we encourage consumers to do more homemade cooking in a post pandemic world?

As the world’s largest herb & spice company, McCormick (Schwartz in the UK) has ridden the boom of home-cooking over the past 2 years. As part of this brief, McCormick is looking for solutions that can sustain growth through inspiring people to cook more in a post-pandemic world. 

“The appetite for addressing brand challenges through start-up innovation grows stronger as technology, consumer behaviour and cultural trends change the marketing game. We’ve lined-up six major advertisers and 35 disruptive start-ups to discover solutions and forge working relationships via £20k pilots in real time,” said Jeremy Basset, CEO & Founder of Co:Cubed. “If you’re a brand owner or agency looking for new and innovative technology to help you overcome marketing challenges, MAD//Fest’s House of Innovation is the place to be this summer.”