Live Heat Pressing x IMA Food Services
The Experience
How do you celebrate a family of brands—each with its own identity—without letting any of them get lost in the mix? You get creative with the merch.
That’s exactly what we did at a live heat pressing activation with IMA Food Services, where we transformed a standard swag moment into a fully interactive brand experience. Held at the Marriott Marquis in Houston, the activation gave attendees the power to personalize their own gear by choosing from 17 different food brand logos—all part of the IMA family.
From polos and vests to backpacks and laptop sleeves, each item was customized on the spot, allowing attendees to represent the brands they connect with most. It was a creative solution to feature over 10 logos without leaving any out, and the energy around the press station made it one of the most buzzed-about experiences of the day.
The event was a full-on celebration of IMA’s innovation and brand community, featuring live food demos, keynote speakers, and interactive stations that brought their portfolio to life. Our activation added a tactile, take-home layer to the experience—giving attendees not just something to watch or taste, but something to wear. In the end, every piece of merch became a symbol of pride and connection, tying together IMA’s diverse brands through choice, creativity, and a little heat
The Result
This activation solved a real brand architecture challenge—how do you highlight multiple logos without overwhelming the merch? The answer: Choice.
By letting attendees select which brands they most connected with, IMA gave their internal and external communities a voice in the brand story.
The result was a buzz-worthy, interactive moment that sparked conversations, celebrated individuality, and reinforced brand unity. Attendees left with customized gear they were actually excited to wear—and a stronger sense of connection to IMA’s full portfolio.
