The task
It’s not new news that foodservice operators are struggling with balancing rising costs with making profit, with many operators choosing to make swaps to cheaper ingredients. Leading Herbs, Spices and Seasonings brand Schwartz understand these industry challenges and wanted to help operators see the value, as well as the quality that Schwartz brings to the table.
Jellybean was tasked with coming up with a solution to this problem for the Schwartz brand, to revitalise its messaging to address this market issue.
The Solution
We conducted research with a certified chef panel to get ‘under the bonnet’ insights around the problems that chefs are facing in their daily jobs, and built a communications campaign to showcase the value of Schwartz in real life dishes through simple cost-in-use evidence.
We know that Schwartz is a well-regarded consumer brand known for its expert seasoning and that consumers are willing to pay extra for tasty meals which use Schwartz seasonings. Therefore, alongside our cost-in-use insights, we conducted consumer research to understand how much more consumers are willing to pay for dishes using Schwartz, vs their un-seasoned equivalent, enabling us to share simple upsell opportunities for operators whilst providing added menu inspiration.
The Results
These compelling insights and chef anecdotes have been used in all Schwartz foodservice messaging, providing support to the sales teams and helping to win new listings with wholesalers and operators. It really has helped chefs to understand the value of sticking with the premium Schwartz brand. We will continue to use this messaging in ongoing comms moving forward, pushing Schwartz as the seasoning brand of choice to chefs and operators.