The Task
Earlier this year as the Covid-19 pandemic became of increasing concern to the hospitality industry, we were tasked with creating a campaign to drive awareness of the hygiene and safety benefits of Wrapmaster in order to help keep kitchens virus-free and get businesses back on track.
The Solution
Having studied the global hospitality sector trends in detail, the solution was clear; we produced an integrated campaign involving new insight, print and digital media, PR and social, targeting chefs and distributors within the Contract Catering, Healthcare and Education sectors, ensuring that the content could be easily adapted for international use.
As part of this integrated approach we created the ‘Wrap Safe’ campaign using our new insight around hygiene and safety, and also joined forces with industry experts to create practical hints and tips on how using Wrapmaster can keep chefs and customers safe by ensuring kitchens remain hygienic throughout the pandemic.
All of the campaign information was hosted on a new Wrap Safe hub (available at www.wrapsafe.co.uk), allowing chefs and caterers to easily access everything they need in one place. The portal features video content from a top food safety expert and Covid-19 standard advisors ‘Safer Food Scores’ to help identify the best hygiene practices for kitchens, as well as downloadable A4 campaign leaflets and a hygiene safety infographic.
Over on the Wrapmaster Video page, chefs can also access six videos examining and advising on best kitchen practice. Presented by Audrey Deane, Chartered Environmental Health Practitioner, the videos offer straightforward and practical guidance when it comes to food prep, team safety and catering equipment, as well as kitchen cleanliness during and after service in the new normal.
The Results
The campaign was pushed out through PR with press releases and blogs. The campaign assets were also used across Wrapmaster’s Twitter, LinkedIn, and Instagram platforms. In 12 weeks, the campaign has generated nearly 70,000 impressions (+101% vs the 12 weeks prior). Anecdotal feedback from the sales teams across the globe has confirmed that the Wrap Safe campaign has been a valuable resource for their customers and has allowed them to open up new conversations with key customers and suppliers, as well as offering a useful tool to present in meetings.
You can view the Wrap Safe content on the hub here: www.wrapsafe.co.uk
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