The Hub hopes for B2B Marketing awards success in November
Autumn is generally awards season here at The Hub, and whilst we like getting dressed up and supporting clients, November 23rd will be a little different from normal for us – because we are the ones nervously awaiting the result.
If you’ve received an email from us over the last month you will have seen from the bottom that we have been shortlisted for the B2B Marketing Awards 2017. This is a huge achievement by the team and we’re all really proud of it.
We’ve been nominated in the Best Channel Marketing Initiative category and we’re delighted to have the strategic and channel implementation work we’ve done for Kerrymaid’s ‘Taste of the Good Life’ campaign recognised.
Almost two years ago, Kerrymaid challenged us to help it cut through the communications clutter across the cost sector and develop a sustainable, long-term programme that would drive awareness, boost sales and open up potential new markets to the brand.
Applying all of our Foodservice industry understanding, we identified a clear opportunity to create a very targeted campaign that focused on the needs of key channels and delivered relevant answers and content. “The Taste of the Good Life” was the platform for a single clear brand voice to talk to a tightly defined audience of care and educational caterers. It was developed to understand what happens in those kitchens every single day, and as a campaign it supported the one-to-one relationships being held at buyer and national account level. Crucial to the development of this campaign was genuine understanding of the channel. The audience was very specific and they would immediately know if brands are ‘faking it’ – we delivered content and mechanics which struck a genuine tone with every account and with every end user.
We’re as proud of the work as anything we’ve ever produced for lots of reasons. It’s great fun to work with a collaborative client who gave us the opportunity to really stretch ourselves. It’s even better to see it land so well with customers and actually help sell product, but it’s also been brilliant to work with the chefs, cooks and caterers with whom we’ve partnered on the project.@Marketing B2B