Experiential Marketing in the Agrifood Sector - From Farms to Michelin-Starred Restaurants

This thesis investigates how marketing has moved beyond the promotion of products and services to become an experience-driven discipline that creates value through emotions, senses, and relationships. In today’s markets, consumers seek meaning, connection, and recognition, making experiential marketing a structural response to cultural and psychological needs amplified by globalization and digitalization. The first chapter retraces the evolution of marketing thought, contrasting rational, product-centred models with experiential strategies based on storytelling, sensory stimulation, and neuromarketing. It highlights how experiences, amplified by digital platforms, have become new forms of economic value, co-created and shared by consumers. The second chapter examines cultural influences, drawing on Hofstede and Hall to show how perceptions of authenticity and memorability vary across contexts, underlining the importance of cultural sensitivity in global strategies. The third and fourth chapters present applied case studies: Nonno Andrea, a family-run farm that combines tradition, sustainability, and digital presence to design engaging experiences; and Sublimotion, where gastronomy, technology, and performance merge into immersive dining. The research demonstrates that experiential marketing, by integrating cultural awareness, sensory engagement, and digital amplification, offers memorable experiences, strengthens brand identity, and fosters innovation, positioning itself as a key driver for future value and consumer loyalty.