Trade / Foodservice / Creative / Integrated / Digital / Social Media
We were approached by PEPPADEW® International to support the launch of their exciting new added value product – PEPPADEW® Bites – into the UK foodservice market. The initial priority was to gain wholesaler listings, to secure a route to market for foodservice operators to buy the new product.
Once we had set out a clear phased strategy for the launch, our initial priority was to build a compelling selling story that that could be used for route to market sell-ins as well as focus sector operator comms. To do this, we used our market knowledge to demonstrate how the product aligned to the current demand for high quality, low skill, high margin, low waste, versatile, vegetarian menu solutions. In addition, we commissioned consumer insight to highlight the demand for more exciting, premium starters/sides/bar snacks/sharing platters, as well as the pulling power of the brand. We also worked with a respected chef to develop innovative menu suggestions to help demonstrate the versatility of the product and crucially their potential to drive margin.
From this strong content, we created the highly targeted, fully integrated ‘Pep Up Your Menu’ campaign (a development of the consumer platform ‘Pep it Up!). We armed the third-party sales agency and in house sales team with a comprehensive tool kit of sales support (both print and digital) and a high impact sampling pack to send to key prospects. This, along with a dedicated foodservice website, targeted social, emarketing, PR and digital trade media ensured wholesalers’ doors were well and truly opened for the sales conversations and once in there the sales force had a convincing sales story to convert meetings to listings.
The campaign hit the mark and engaged this niche audience, helping achieve national listings with the big three wholesalers as well as a number of regional wholesalers and buying groups, thereby securing the route to market for the new product.