Unoconcinco is a conference on sustainable food promoted by the Daniel & Nina Carasso Foundation. It is a space for sharing experiences, connecting organisations and promoting collaboration in favour of a common goal: the transition towards sustainable food in Spain, and in 2024 it celebrated its second edition.
The aim was to capture the attention and participation of a diverse audience, including non-profit organisations, social and solidarity economy enterprises, research and teaching professionals, food companies, philanthropists, public administrations and the media.
To maximise the reach of the event, at Quum we worked on a comprehensive strategy that included branding, event organisation and communication. We created a proactive press office, achieving qualitative visibility through interviews, opinion articles and press releases before, during and after the event, as well as a media call. We addressed issues such as generational change in agriculture, monoculture and the climate crisis, demonstrating our commitment to a fair and ecological food system.
We also revamped the website and optimised SEO with linkbuilding strategies and targeted content. We designed a variety of communication materials, such as newsletters and press kits, and deployed a social media strategy that included a publication calendar and a kit for speakers to help spread the word about the event on their own channels.
We also managed the guest list, from creating databases to coordinating over 200 contacts. We sent out regular newsletters that provided updates on the progress of the day, increasing the engagement of participants. On the logistical side, we took care of every detail of the event: from the production of welcome materials and signage to the coordination of speakers and caterers.
During the event, we delivered a welcome pack carefully designed to reflect our commitment to sustainability. It included a notebook made from recycled materials with the event agenda, a sheet of plantable paper with the menu, a pen made from recycled cardboard with a seed capsule, a certified cotton bag and a recycled cup. These functional and ecological details reinforced the message of sustainability among the attendees.
Results
The event exceeded all expectations, achieving a day in which more than 200 attendees participated in eight round tables led by professionals from the food sector representing all links in the value chain.
We obtained an extensive presence in key media, with a news valuation that exceeded €400,000. This coverage included pieces of high qualitative value, such as forums and interviews in prominent media such as El Español, Efe Verde, Corresponsables, Diario Responsable, El Economista, Food Design Magazine, Capital Radio, Onda Madrid, Radio Intereconomía, Forbes, La Vanguardia and CLM TV Despierta.
The Unoconcinco website also showed excellent results: the number of Google impressions increased from between 64 and 127 per day at the beginning of April to 660 on the day of the event and 527 on 8 July, even after the event. Three months later, the SEO content created for the website continues to rank well, remaining among the top results for the defined keywords. Thus, of the nine searches that showed the most results for Unoconcinco, seven correspond to our content, and of the ten that generated the most visits, three are also our publications.
These results underline the sustained impact and reach of the event, consolidating Unoconcinco as a benchmark in the promotion of sustainable food in Spain.