Kerrymaid Care Campaign
BRIEF:To produce an innovative and engaging campaign in the care channel for Kerrymaid - the complete dairy solution for foodservice professionals. To focus on the brands care channel specific benefits, as well as highlighting Kerrymaid’s overall expertise across the care home environment.
STRATEGY: To create a credible brand personality in the care channel, The Hub developed a channel specific campaign to position Kerrymaid as an expert dairy brand that ultimately understands the needs of care home caterers. Having unrivalled knowledge in the channel was a key message that The Hub wanted to convey, and positioning Kerrymaid as a brand that helps care caterers meet residents needs with a portfolio of great tasting dairy ingredients was a key message. The activity also needed to convey messaging around Kerrymaid’s overarching campaign, The Taste of the Good Life.
CREATIVITY: The Hub partnered with NACC 2015 Care Cook of the Year finalist and care home head chef, Matt Dodge, positioning him as Kerrymaid’s Care Ambassador. The partnership allowed Kerrymaid to gain further insight into the needs of the channel, and effectively positioned Kerrymaid as a key supplier of dairy in the care sector.
Kerrymaid Matt Dodge partnered to create a selection of recipes suitable for the channel, as well as producing a variety of insightful tips and advice to support care home caterers looking for information on catering to the varied nutritional needs of residents. A compelling mix of these hints and tips, recipes and channel insight was then collated into a content rich brochure, ‘Caring for your Menu’, which was designed to suit the look and feel of Kerrymaid’s The Taste of the Good Life campaign. This content was tailored for additional deployment across a range of trade media, as well as via a range of customer specific communication - further enhancing Kerrymaid’s position as the ‘go to’ provider of dairy specific care channel advice.