Essential Cuisine, the British stocks manufacturer, created a range of 3 concentrated bases to help chefs tap into the huge Asian food movement, a market which is now worth almost £3bn*. As an integrated foodservice agency we were tasked with building the story behind the new range, creating the look and feel of the products and supporting literature, and driving demand and awareness in the marketplace.
The launch pad for the new range was a stand at Hotelympia 2016, and it was critical that we made the most of this respected platform, we developed a fully integrated campaign, focusing on the concept of ‘inspiring authenticity’- an idea that resonates with the Essential Cuisine brand ethos as much as it does with the products themselves.
Our in-house studio designed the new pack creative for the 3-strong range and we began to build the story around the products using Mintel data and original commissioned insight to demonstrate the huge consumer demand for Pan-Asian cuisine. Our narrative highlighted the profit opportunity for caterers, positioning the new Asian range from Essential as an authentic product that enables chefs to easily tap into this food trend.
The messaging across a range of mechanics was tailored to each specific platform, for example; infobites for social media, video content for the sales team to showcase the range to wholesalers and customers, recipe inspiration cards and a hints and tips booklet focussing on versatility for use at the show and in kitchen, samples with supporting literature were sent out to prospects…the list goes on.
The campaign & results
• Total opportunities to see of the campaign to date – well over 160,000
• PR Hit Rate – 100%
• Listing in wholesalers achieved to date – 28
“We needed to tread carefully with this launch as the products, although fantastic, could have been easily misunderstood by the market. We pulled on the strengths of the Jellybean Creative team to help us develop the comms and collateral we needed for the launch and we’re so pleased with the results.””
Lucy Davies, Brand Manager, Essential Cuisine
*Zest Quest Asia, 2015
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