The NRA in Chicago is the biggest annual event produced by Vienna Beef’s marketing team. In 2026, we took a refined approach to the show by spotlighting our pickle and condiment brand, Chipico, which has the company’s greatest national B2B reach.

Without sacrificing the colorful, fun and recognizable brand identity of Vienna, we grounded our new voice in the freshness of our refrigerated, hand-packed pickles. With live cucumber plants, a green backdrop and a video highlighting the “field to plate” process, the natural liveliness complimented the traditional Vienna Beef energy from a unprecendeted angle.

In designing the booth, our team opted for a smaller, more intimate space to tastefully capture the personability of the family-owned company. We went for color and verve as to not sacrifice our presence at the convention center, and to be easily identifiable for attendees searching for the familiar Vienna Beef brand.

Even with this smaller booth that featured only a fraction of our product line, the booth maintained traffic and obtained a lead count that matched years’ prior. The strategic lower spend, targeted communication and maintained show reach resulted in an 4:1 ROI, redefining the capabilities of our footprint.

The booth design and content created was a product of researching our B2B interests and market gaps– and researching competitors’ past booths and current marketing initiatives– to curate a distinguishable experience for show prospects.

The opportunity to innovate the blueprint to this critical event was one of my favorite experiences with the marketing and sales teams, who all put so much work into making this event a success each year.

National Restaurant Association Show 2026

The “Field to Plate” process video is a compilation of internally-captured content, stock footage and AI generated content.

Premiere Pro

2026