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 move to reduce 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 addressing any misconceptions.
Our solution? To create an integrated campaign that would position cling film as a necessity in the professional kitchen, highlighting the positives and 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. This 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, espcially with regard to mimising food waste, another key sustainability goal.
The campaign helped counter negativity around PVC cling film. The press office alone generated over 40 clippings and an opportunity to see of 705k. helping to effectively get the message out there. The campaign was well received by the sales team at Wrapmaster as it helped to give distributors and end users a better understanding of the need for PVC cling film in the professional kitchen.