Kerrymaid, The Taste of the Good Life campaign
ABOUT: The Hub was originally appointed to create a foodservice brand for Kerry’s dairy portfolio of products, developed by chefs for chefs. Four years on, ‘Kerrymaid’ had been positioned as a professional dairy brand with growing recognition and having had successfully attained national distribution listings.
THE BRIEF: The Hub was then challenged to drive incremental sales throughout the foodservice market by devising a pull through strategy to support wholesale listings and develop the brand sales funnel.
STRATEGY: With dairy commonly perceived as a commodity product and higher end chefs having a preference for fresh, The Hub formulated a more strategically focussed proposition to demonstrate the value of the Kerrymaid brand in meeting the needs of the high volume, cost sector segment of the marketplace.
Drawing on The Hub’s extensive experience of the education and healthcare channels, we quickly identified that the range of added functionality products would benefit the complex end-user operational restraints, whilst delivering on the needs of school feeding as well as the specific dietary need states of an aging population. With over 4.5m meals served daily across both channels, the opportunity for a brand that can demonstrate a fit for purpose rationale and provide supplier support is vast.
INSIGHT: Leveraging the team’s knowledge and deriving insight via our contact network, The Hub distinguished the particular needs of each identified target group, to demonstrate a compelling reason to believe in the brand and highlight the relevance and value of Kerrymaid, affirming it to be the brand of choice for operators across the Education and Residential Care Home communities.
CREATIVITY: The Taste of the Good Life – a campaign that evokes wholesome and wellbeing key messages was launched.
A suite of channel specific brand support collateral was produced to show not only that the brand had empathy with those customers’ needs but also set about inspiring the end user whilst giving confidence that the brand could help them deliver on the intricacies of serving nutritious, tasty and appealing meals within their skill set and budget restraints.
Each channel was approached with bespoke solution assets that responded to current legislation, special dietary and nutritional requirements and consumer trends. Each headed up by a retained, celebrated channel ambassador which in turn have become brand advocates and influencers in their own right.
- Channel customer brochures – special dietary tips and advice, recipes and serving suggestions, product range features and benefits
- Channel focused PR, trade advertising – print and online, social media programme
- Lead generation e-marketing campaign
- Trade Association partnerships secured (NACC and LACA) – attendance and high profile customer demonstrations at key channel event
- Appointed wholesale customer trade marketing partnerships – Bidfood/Care channel and Brakes/Education, both in turn promoted and supported the campaign to their customer base
- Added value customer initiatives – Care Dine with Me competition (supported by Bidfood and Care Home Catering Magazine) and School Vegetable Garden give-aways (distributed by and in association with Brakes)
RESULT: Kerrymaid has witnessed exponential sales growth as a result of new contracts and third party wholesaler pull through across both education and care customer base – winning 12 key local authorities and several major national care home providers. (value confidential)
The campaign also served to develop strong wholesaler customer relationships and reinforced Kerrymaid’s category importance and ability to drive category progression.
All partners and ambassadors chose to support the campaign into its second year and the brand is now an established and respected supplier to both channels across groups and independents alike.