The Task
Life in any kitchen is never without its challenges and for the foodservice sector being sustainable is key in all areas of the business, especially in today’s ‘plastic storm’.
Wrapmaster has been trusted by professional chefs for over 20 years for their award-winning range of catering dispensers. In-light of the recent crisis over single use plastics, they set us the difficult task of creating a transparent (excuse the pun), hard hitting campaign that highlighted the benefits of using PVC cling film whilst counteracting the misconceptions on PVC cling film.
The Solution
Our solution? To create an integrated campaign that would position cling film as a necessity in the professional kitchen, highlighting the key benefits and properties such as:
• Being a natural resource-based solution
• Helps preserve food, reduce food waste and improve shelf life
• Hygienic, flexible, cost-effective and safe
• Allows produce to breathe naturally due to a high oxygen transmission
• Isolates food and protects flavour
• Versatile – with a superior cling, stretch and high strength
• Currently one of the most widely used materials for food storage
We wanted to demonstrate Wrapmaster’s market leading position, by addressing the plastic issue head on. To do this, our strategy was simple – we carried out research and quickly established that most chefs continue to rely on cling film. In fact, we found that 81% of chefs, caterers and F&B Managers say cling film is an essential tool to keep their kitchen running effectively, and the easiest and most efficient way of preserving food and reducing waste.
We then communicated our findings through Video, Print, E-Marketing, PR and Social Media. Using hard hitting facts and sharing our research findings provided the sales team with tools to counteract negativity and the misconceptions around PVC cling film which helped to educate end users on the benefits of using PVC cling film.
The Results
The overall campaign was well received by the team. It gave them a tool which they could utilise to counteract some of the negativity around the usage of PVC cling film and helped to give distributors and end users a better understanding of the need for PVC cling film in the professional kitchen.
Using a mix of proactive PR, targeting key features, as well as working with Cofresco Foodservice’s key wholesale customers and partners to extend Wrapmaster’s social media reach with blog content, the press office generated over 40 clippings and an opportunity to see of 705k.
As the campaign went so well, we’re now evolving the Benefits of PVC cling film campaign into a whole new concept around the benefits of Wrapmaster as a whole – so, watch this space…
