Product in Action
KitchenAid appliances could be used by chefs during the competition.
B2B Marketing & Partnerships · Academic Project
Client Rocky Mountain Wine & Food Festival × KitchenAid Canada
Building a sponsorship proposal around brand fit and audience value
For this project, I developed a sponsorship proposal connecting KitchenAid Canada with the Rocky Mountain Wine & Food Festival’s culinary competition. The idea was to move beyond simple logo placement and build a partnership where the product, audience and event experience genuinely fit together.
01 / The Opportunity
Why did this partnership make sense?
The Rocky Mountain Wine & Food Festival brings together food enthusiasts, chefs, restaurants, beverage brands and culinary partners in a highly experiential environment. For KitchenAid, that created an opportunity to put its products directly into a setting where performance, cooking and product demonstration already mattered.
10K-15Kannual Edmonton attendees
25+years of culinary events
02 / Brand & Audience Fit
What could KitchenAid gain from being there?
Relevant Audience
The brand would appear in front of food enthusiasts, home cooks and culinary professionals.
Brand Association
The partnership connects KitchenAid with performance, precision and professional-level cooking.
Social Visibility
The live competition format creates natural opportunities for guests to capture and share the experience.
03 / Partnership Idea
From sponsor placement to product experience
The proposal was built around the idea that KitchenAid should be part of the culinary experience itself, rather than appearing only as a logo. Depending on the sponsorship level, the brand could move from visibility and product display to chef use, dedicated activation space and full competition integration.
Visibility
Website · Festival flyer · Social promotion
→Activation
Product display · Demo pod · Chef use
→Ownership
Naming rights · Main-stage branding · Competition integration
04 / Sponsorship Architecture
Three levels of partnership
Culinary Showcase Package
$9,500- Website logo placement
- ¼-page festival flyer ad
- Product display in a high-traffic competition area
- Pre-event social promotion
Culinary Innovation Partner
$23,500- Everything above
- Branded 10×10 KitchenAid demo pod
- KitchenAid mixers used in selected competition rounds
- Inclusion in an official festival recap post
KitchenAid Culinary Masters Title Partner
$67,000- Everything above
- Naming rights
- Fully branded main competition stage
- KitchenAid appliances used during the final competition
- Festival email newsletter placement
05 / Proposal Design
Turning the idea into a sales-ready proposal
The final deliverable was designed as a concise sponsorship deck that could quickly explain the event, establish the value of the partnership and make the investment options easy to compare.
06 / What This Project Demonstrates
What I was solving for
B2B Value Proposition
Connecting sponsorship benefits to what mattered to the potential partner.
Partnership Packaging
Structuring different investment levels with increasing value.
Sales Communication
Making the proposal easy to understand and compare.
Visual Storytelling
Turning the partnership concept into a polished presentation.
Academic sponsorship proposal. This project does not imply that KitchenAid accepted the proposal or that the partnership took place.
Interested in the thinking behind the work?
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