NACS 2024 activation
turning product sampling into a crowd-stopping experience
From strategy and fabrication to show-floor execution, Throttle builds experiences engineered to perform.
client
show
NACS 2024
activation
services
Installation
Challenge
Ruiz Foodservice needed a high-impact activation that would drive attendee engagement while reinforcing their leadership in the roller grill category at NACS.
The goal wasn’t just to hand out samples—it was to create an experience attendees would remember, interact with, and share.
strategy
We developed an activation centered around the idea:
“Be the product.”
Instead of treating sampling as a passive interaction, we transformed it into a photo-worthy experience that connected attendees directly to the brand.
The concept tied physical product sampling to social engagement, encouraging visitors to step into the experience and become part of the campaign.
brandgineering
To bring the concept to life, we engineered a full-scale replica of a cardboard sampling boat and transformed it into a functional selfie couch.
The structure was fabricated from fiberglass and finished to replicate the texture and sheen of an actual wax-coated sampling tray. Oversized product pillows were produced using real product photography, while custom cushions incorporated Ruiz brand colors and campaign styling.
The result blurred the line between prop, furniture, and brand experience.
execution
Throttle designed, fabricated, finished, and installed the complete activation, including:
- Custom fiberglass sampling boat couch
- Oversized branded product pillows
- Custom fabricated cushions
- Realistic painted finish replicating food tray material
- Integrated “Say Ruiz” campaign branding
- Social-media-friendly selfie environment
Every detail was engineered to stop traffic, invite interaction, and create shareable moments on the show floor.
results
The activation quickly became a crowd magnet at NACS, drawing attendees into the booth and generating continuous photo opportunities throughout the event.
Visitors climbed into the oversized sampling boat, posed with giant Ruiz products, and shared images across social media using the #SayRuiz campaign hashtag—extending engagement well beyond the booth itself.
The result was a memorable, highly interactive experience that transformed product sampling into brand participation.
