How a multi-platform campaign strategy helped Stonefield Flavours build event visibility, drive website activity and reach relevant B2B audiences across 2025 and 2026.
Project Overview
Stonefield is a flavour manufacturer whose taste solutions go into ice cream, bakery, beverage, confectionery and nutrition products. Industry exhibitions put it in the same hall as the trade it serves — but each one is only a few days long.
Across 2025 and 2026, Ruckus planned, created and ran the digital campaigns around four of those events, in India and the GCC.
Services
Industry
Platforms
The client
“Your Complete Taste Partner.”
Stonefield describes itself as a complete taste partner — working with brands from ideation and consumer insight through product development to scale-up.
Flavour ranges
Applications
Source: stonefield.in
IICE 2025 · Stall B8
Yashobhoomi Convention Centre, Delhi
6–8 October 2025
Kerala Bakery Expo 2025 · Stall 9C
Adlux International Convention Centre, Kochi
10–12 October 2025
Stand CC6-18 · Concourse 2
Dubai World Trade Centre
4–6 November 2025
14th edition · Hall 02, Stall F10/11
Chennai Trade Centre
10–12 September 2026
Source: Event details from Stonefield’s event creatives and posts.
The Challenge
A trade show lasts a few days, but the audience starts planning weeks earlier — searching for the event, scrolling past it, hearing about it. Each platform was given one job in that journey.
For IICE 2026, paid media went live on 4 August — five weeks before the three expo days.
Be known before the doors open, not only inside the hall.
Ice cream, dairy and food manufacturers — not just anyone.
Send interested people to stonefield.in to explore the ranges.
Give people a simple way to put their hand up.
Get in front of named manufacturers and the functions that choose flavours.
Keep the stand top of mind on the days that count.
The platforms weren’t interchangeable. Each was bought to do one job in the run-up to the event.
Search intent · Website traffic
Caught people already searching for the event, and sent them to the site.
35.4% of IICE 2026 spend
Scale · Awareness · Lead capture
Bought national reach cheaply, and turned it into lead-form responses.
13.6% of IICE 2026 spend
Industry precision · Named-account reach
Put the message inside specific ice cream and dairy companies.
46.0% of IICE 2026 spend
Audio awareness · Event recall
Kept the expo in people’s ears in the eight days around it.
5.0% of IICE 2026 spend
2025
Three shows, three briefs: a national ice cream congress, a regional bakery expo and an international trade show in Dubai. Reach and traffic came first.
IICE 2025 · Yashobhoomi, Delhi · 6–8 Oct
2,514,246
people reached on Meta — beating the planned 1.4M–1.8M
Stall 9C · Adlux, Kochi · 10–12 Oct
2,351,199
people reached on Meta — beating the planned 0.6M–0.9M
Source: Ice Cream Congress & Bakery Expo Performance Report · October 2025.
2025 creative
Reels and statics that gave every event its own reason to visit — in Malayalam for Kochi, in English and Arabic for Dubai.
IICE 2025 · Delhi
Redefining the future of ice cream
Kerala Bakery Expo 2025
Half the cocoa, double the chocolatey experience
Kerala Bakery Expo 2025
Kerala flavours, reimagined
Gulfood 2025 · Dubai
Dubai… get ready for Chocolatius magic
Gulfood 2025 · Dubai
Capturing Dubai with Chocolatius
Stand CC6-18, Dubai World Trade Centre, 4–6 November 2025. Objective: increase brand awareness & stall visits, across Instagram, Facebook, Google and LinkedIn — with a bilingual English–Arabic creative system, “Taste is personal”.
Source: Gulfood Manufacturing 2025 Performance Report — all platforms. Budget ₹820,683.16 excl. GST.
Meta ran across 30 locations in Saudi Arabia, Oman and the UAE, with budget weighted towards the strongest-responding market. On YouTube, the trade-show audience leaned in.
Source: Gulfood Manufacturing 2025 Performance Report — Meta Ads and Google Ads.
43.8% of Meta budget
36.1% of Meta budget
20.1% of Meta budget
One idea in two languages, cut by range — Chocolatius, beverage, bakery and SavouryONE.
Meta · Gulfood 2025 · Chocolatius
4,604 reactions
Meta · Gulfood 2025 · Beverage
6,293 reactions
Meta · Gulfood 2025 · Bakery
4,204 reactions
Meta · Gulfood 2025 · Beverage
4,373 reactions
Meta · Gulfood 2025 · SavouryONE
3,579 reactions
Source: Gulfood Manufacturing 2025 Performance Report — platform engagement, 16 Oct – 6 Nov 2025. Artwork as supplied in the report.
2025 proved the reach. For 2026, the same event calendar was planned around who the reach was for.
2025
Event promotion
Event awareness
Meta reach above the planned deliverable in Delhi and Kochi.
Traffic at low cost
Google clicks at an average ₹0.31–₹0.34 per event.
Engagement
Video views and post engagement around each show.
International visibility
A three-country GCC campaign for Gulfood.
2026
Multi-platform demand generation
Search intent
Event-name keywords to catch people already looking.
Lead capture
Meta lead forms, reviewed lead by lead.
Named-account reach
LinkedIn ABM campaigns aimed at named companies.
Audio
A Spotify flight around the expo days.
Decision-maker mapping
69 contacts mapped by function at 20 ice cream companies.
Cross-platform measurement
One consolidated report across four channels and GA4.
14th Indian Ice Cream Congress & Expo · Chennai Trade Centre · 10–12 September 2026 · Stonefield at Hall 02, Stall F10/11.
Source: IICE 2026 Campaign Impact Report · GA4.
Google and Meta bought scale — together, 92% of paid impressions on 49% of the budget. LinkedIn’s share bought precision: reaching people inside named ice cream and dairy companies. Spotify kept the expo in people’s ears.
Total budget ₹3,58,504
Source: IICE 2026 Campaign Impact Report, “What the media delivered”.
GoogleSpend ₹1,26,846 · IICE 2026
Every keyword that served was an event-name search. Demand Gen video built reach across YouTube, Discover and Gmail; Search caught people typing the expo’s name.
Source: Google Ads export · IICE 2026; IICE 2026 Campaign Impact Report.
Search clicks by intent, from 1,068 clicks across 728 itemised queries
83%of itemised Search clicks came from people searching for the expo or congress itself.
417clicks from one exact-match keyword: [ice cream expo chennai].
MetaSpend ₹48,895 · IICE 2026
A broad-India lead campaign carried every reported lead, while a separate Chennai campaign bought event-week visibility. Meta was the only channel that produced leads at volume.
Source: IICE 2026 Campaign Impact Report; Meta Ads Manager export · IICE 2026.
Meta · Butterscotch
367
leads · 23% relevant · 16 ice cream & dairy
Meta · Chocolatius
280
leads · 22% relevant · 19 ice cream & dairy
Meta · Taste Partner
234
leads · 19% relevant · 9 ice cream & dairy
Flavour sold. The flavour-led creatives — Butterscotch and Chocolatius — brought in the most ice cream and dairy businesses.
Lead quality
Each of the 805 unique respondents was checked against their business, so Stonefield’s sales team could start with the right conversations.
Source: IICE 2026 Campaign Impact Report, “Prospects created”.
LinkedInSpend ₹1,64,766 · IICE 2026
Company-list targeting kept delivery almost entirely inside India’s ice cream, dairy and food manufacturers — with visibility peaking on 9 September, the eve of the expo.
Source: LinkedIn Campaign Manager · IICE 2026; IICE 2026 Campaign Impact Report.
Share of LinkedIn impressions by company, 1 Jun – 12 Sep 2026
Reached the operations, quality and research teams inside India’s leading ice cream and dairy manufacturers — the people who work with flavour every day.
SpotifySpend ₹17,997 · 8-day flight, 5–12 Sep
One audio ad, timed around the expo. Almost every play was heard to the end — and nearly a quarter of listening happened in the car, where an ear matters more than a tap.
Expo days
Approximate daily impressions: 5 Sep 5K; 6 to 8 Sep about 35K each; 9 Sep 44K; expo days 10 Sep 42K, 11 Sep 45K, 12 Sep 21K.
≈ values read from the Spotify dashboard chart and rounded; 262,315 impressions reported in total.
Source: Spotify Ads Manager · IICE 2026; IICE 2026 Campaign Impact Report.
Results · IICE 2026
Not every impression has the same value. In B2B, each layer below is smaller than the one before — and closer to a buyer. IICE 2026 delivered on every one of them.
How many times the campaign was seen.
38.3 lakhpaid impressions · Meta alone reached 9.24 lakh people
How many visits the website received.
94,627website sessions (GA4)
People who answered a lead form.
889Meta-reported leads · 805 unique people
Respondents whose business fits the target industry.
129food businesses · 50 in ice cream, dairy or frozen dessert
Named people in the functions that choose flavours.
69mapped, with work emails, at 20 ice cream companies
Specific companies the campaign set out to reach.
25named companies received 99% of LinkedIn impressions
7 priority accounts
R&D and procurement contacts are mapped at seven of India’s biggest ice cream makers. Across 20 companies, 40 of the 69 mapped decision-makers sit at head-of-function level or above.
Source: IICE 2026 Campaign Impact Report — “Prospects created” and “What happens next”.
Each flavour became a world — a butterscotch shore, a chocolate amphitheatre, a vanilla summit — then was cut for the platform, the audience and the moment: lead ads, stall invitations, a short event video.
LinkedIn · IICE 2026 · 31s event video
“A new flavour. Every day.” — eight new ice creams to taste at the stall
Event campaign · IICE 2026
Peak Flavour
LinkedIn · Meta · IICE 2026
Same Cravings. Different Scoops.
LinkedIn · IICE 2026
The sweetest castles
LinkedIn · IICE 2026
A shore without end
Flavour creative · 2026
A royal collection of mango flavours
LinkedIn document post · IICE 2026
Five flavours, five iconic places — from Chennai Central to Everest. The strongest attention signal in the LinkedIn account.
Source: LinkedIn Campaign Manager · IICE 2026, ad performance.
On the event floor
The real test of an event campaign is the stall. At every show — Delhi, Kochi, Dubai and Chennai — the campaign turned into footfall.
All four exhibitions drew strong, steady footfall to the Stonefield stand across the show days.
Many came to the stall having seen Stonefield in their feeds, on YouTube, on LinkedIn or on Spotify in the days before.
Visitors specifically mentioned the campaign creatives they had seen — the flavour worlds stayed with them all the way to the stand.
Closing
By combining event-timed creative with search intent, social scale, industry-specific targeting and audio, Ruckus turned a calendar of exhibitions into a connected campaign system — and busy stands full of visitors who had already seen the ads.
