The Task
Reducing kitchen waste and saving money are two major challenges every foodservice business is trying to tackle. With the impending food waste legislation and cost of living crisis, chefs and operators are seeking ways to reduce waste and save money, more so than ever before. jellybean were tasked to launch a campaign that demonstrates exactly how Wrapmaster can help chefs waste less and save more by using or switching to Wrapmaster foodservice dispensers.
The Solution
The ‘Waste Less Save More’ campaign was developed to highlight how small changes back of house can help in the long run, making it a win-win for the environment and foodservice operators. We knew that emphasising the cost-effectiveness and waste reduction benefits of Wrapmaster® dispensers compared to cardboard cutter boxes and loose rolls was key. This would reinforce the value behind Wrapmaster®’s premium pricing. Our approach was simple: position Wrapmaster® as an indispensable tool in the professional kitchen whilst educating chefs on the Food Waste Legislation 2030 deadline and build awareness around how Wrapmaster® can help businesses take that first positive step in their sustainability journey and save money.
Working collaboratively across all departments, we executed a multifaceted integrated campaign that encompassed a range of marketing channels and strategic approaches, whilst ensuring the campaign remained informative and factual as part of Wrapmaster®’s position as a market leader in the industry. The campaign was accompanied by a full suite of high impact, on-brand assets which focused on the fundamental waste & cost savings benefits of Wrapmaster® and utilised the brand’s close partnerships with wholesaler distributors as well as reaching end users directly.
The Results so far…
The campaign struck a chord with chefs, generating 1.54 million opportunities to see and driving more than 450 click-throughs to the website for further information, trial and purchase. PR activity alone delivered 750k OTS, with Waste Less Save More features appearing across leading trade titles including The Caterer, Public Sector Catering, Hospital F&S, Pub & Bar and OOH Magazine.
The integrated approach ensured consistent reach across chefs, caterers, operators and wholesalers, educating the industry on the importance of reducing kitchen waste while driving awareness of Wrapmaster® among sustainably minded, cost-conscious businesses. The campaign’s success also led to the creation of an online calculator to help chefs quantify the impact Wrapmaster could have in their kitchens.
