Brief

Foodstock approached Callow Events to deliver a flagship fundraising gala at the Europa Hotel, designed to raise essential funds to support families facing food insecurity this Christmas. The vision was to create an uplifting, premium and immersive guest experience that celebrated Belfast’s energy, showcased top-tier entertainment, and inspired generous giving throughout the evening.

Key objectives included securing event sponsors, elevating the guest journey from arrival to after-party, and implementing a fully managed fundraising programme—live auction, prize draws and philanthropic opportunities—to enable significant impact for the charity’s work.

RESULT

The Foodstock Gala delivered an unforgettable evening of generosity and celebration, raising over £100,000 to support families in need this Christmas. Amazon led as the headline sponsor, with additional support from Nu Delhi and Liberty Rock, while Diageo hosted the sponsored drinks reception accompanied by canapés from Nu Delhi.

Fundraising throughout the night exceeded expectations, with the live auction featuring standout prizes such as VIP Bob Dylan tickets, an original painting by AJ Laird, a Paris getaway and GAA All-Ireland Final Hurling tickets. The philanthropic “Sponsor a Foodstock Family’s Christmas” appeal alone generated  over £40,000. Guests also took part in the Golden Ticket draw for a Tag Heuer watch donated by Lunn’s, a raffle featuring Niall Conlon’s “Feed Your Soul” artwork, and a lively Pass the Parcel game supported by Amazon with vouchers hidden inside each layer.

Entertainment helped shape the atmosphere of the evening, featuring dynamic pop-up performances from a local production group celebrating the spirit of Belfast, followed by a high-energy after-dinner band that kept the dance floor full late into the night. The gala achieved every objective, delivering impact, engagement, and a memorable celebration of community.