Reid Stockfeeds
Celebrating 40 Years of Family, Feed and Farming
The Objective
Create an experience worthy of 40 years — one that balanced celebration with authenticity.
- Recognise key milestones and achievements across the business
- Celebrate the people — staff, partners, suppliers and community — past and present
- Deliver the prestigious Grunter Awards to 200+ guests at RACV Melbourne
- Create a high-impact, emotionally engaging experience for all stakeholders
- Produce a premium event experience within a tightly managed budget
The Solution
Dovetail designed an experience grounded in storytelling — bringing Reid’s history to life in a way that felt personal, proud and unmistakably “Reid”.
A bespoke “Celebrating 40 Years” event identity anchored the entire experience, seamlessly extending across all communications and event touchpoints. Archival imagery was curated and woven throughout the visual language, creating a nostalgic yet contemporary aesthetic.
The storytelling extended into the room itself.
Each table featured a sustainable, custom-designed centrepiece, incorporating a curated selection of historical imagery — giving every table its own unique narrative while remaining visually cohesive. These moments were amplified through dynamic slideshow content played throughout the evening, immersing guests in four decades of milestones, people and progress.
A custom 40-year animated film captured the Reid journey — from humble beginnings to industry leader — setting the tone for a series of interactive storytelling segments. Hosted by master of ceremonies Michael Pope, the evening blended heartfelt reflections with humour and energy, as key figures shared stories behind the milestones.
The Grunter Awards recognised excellence across Sales, Operations, Administration and Logistics — reinforcing the company’s GROW values and celebrating the people driving performance every day.
To elevate engagement, a bespoke game show-style segment brought the room together, with stockfeed and farming-themed challenges ensuring every table participated. The night naturally evolved into a celebration — with guests reconnecting, reflecting and, ultimately, filling the dancefloor.
The Result
A milestone event that struck the perfect balance between emotion, energy and execution.
Reid Stockfeeds’ 40th Anniversary became more than a celebration — it was a powerful reinforcement of culture, connection and brand.
The event generated overwhelmingly positive feedback, strengthened internal pride, and created a rich library of content to extend the celebration across ongoing communications.
“Big congratulations to Jackie and Marcus who drove all the event planning and detail work for our 40-year anniversary. The night ran seamlessly and the positive feedback has been exceptional. While having videographers and photographers for these events is a luxury, there’s no doubt it’s worth it from a culture and brand-building perspective.”
— Nick Reid, CEO, Reid Stockfeeds
Let’s create something incredible.
Your brand has a story to tell, and your culture brings it to life. At Dovetail, we align these elements to create something meaningful, something that connects, inspires, and drives real growth. We’re here to bring your vision to life.