How to unwrap the potential of trends?

The Challenge

As the UK’s leading branded tortilla manufacturer, Mission knows more about this growing category opportunity than almost anyone else – but many end users simply thought ‘a wrap is a wrap’.

Mission assigned The Hub the task of converting the opinions and enthusing their customers and prospects to think again when it came to the opportunities the tortilla had to offer.

The Strategy

The Hub’s number one aim was to demonstrate the in-depth versatility of the Mission Foodservice product portfolio as well as illustrating additional opportunities for usage and profit potential across every daypart and channel.

We were passionate about communicating Mission’s adaptability to evolving consumer menu trends and position Mission as the authentic tortilla supplier of choice.

Applying The Hub’s acumen of consumer trends; convenience, better for me, flavours, on-the-go and handheld, the inspiration for applications of the humble wrap were abundant. We just needed to engage, excite and educate with our acknowledged targets within the casual dining, café, pub and education sectors.

The Campaign

Based purposefully on current and emerging trends, The Hub created recipe content for specified eating occasions, as well as menu advice and the tweaks and tricks around the perfect wrap, to help boost profitability.

Shared across digital and traditional media, the content programme aimed at inspiring customers to elevate their handheld menu options.

The whole activation was supported by a comprehensive multi-channel PR, advertising and social media campaign, driving awareness and helping boost brand profile overall.

The Results

The Hub successfully helped Mission Foodservice achieve category-leading presence across the trade press with the ongoing social media campaign driving followers and engagement by +200% in the first six months alone.

ROI of 7:1 for the trade PR campaign over the course of the campaign

+350% increase in foodservice-specific website traffic following social and trade media activation

“Working with The Hub has genuinely helped our brand to better understand the UK foodservice market. The amount of knowledge and detail about the full range of channels has been really useful in our customer conversations. Getting our products and insight into the news pages and features has helped customers see us as being able to add true value to our products.”

Shopper, Foodservice & E-Commerce Marketing Manager, Mission Foods

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