How do you turn an issue into an opportunity to wake up prospects to seeing you as a solution?

The Challenge

Président is acknowledged as a premium quality butter and widely used by professionals. Available in a variety of formats, the range is particularly fit for purpose in the hotel channel and guaranteed to elevate a hotel’s breakfast offering from both a front and back of house perspective.

So it was regarded as the ideal lead product to open conversations and encourage trial among hotel chefs and operators.

As a key target channel for the brand, The Hub was challenged to engage with mid to top end hotel food and beverage decision makers to present the opportunity of Président on the menu.

The breakfast occasion for hoteliers is especially important. As the most in-demand service from guests, it also the last impression made before guests check out. But, as the hotel industry cautiously re-opened in early 2021, it was difficult to see the much-loved breakfast buffet still featuring in hotels in a post-COVID19 world.

For Président Professional, it offered an opportunity to re-engage with hotel operators, to highlight the breadth of its butter portfolio and its suitability in a wide range of breakfast dishes and recipe applications, whilst demonstrating empathy and understanding of the challenges faced across the accommodation industry in light of government guidelines and dwindling consumer confidence.

The Strategy

The Hub identified a significant opportunity for Président Professional to inspire chefs and hoteliers to refresh their breakfast offering with innovative à la carte options, table service and even takeaway breakfast offerings to stand out in this hugely competitive space.

Partnering with industry bible The Caterer, The Hub devised an issue-led editorial campaign which would allow the brand to lead the conversation around the future of the breakfast occasion, supported by heavyweight digital and social promotion to capture the attention of chefs across the hotel industry.

The Campaign

Working with Lisa Jenkins, managing editor of The Caterer, The Hub initiated an ambassadorial partnership with Pennyhill Park Hotel chefs Sarah Frankland & David Atkinson, who created a series of innovative à la carte breakfast recipes using Président Professional butter, devised to inspire fellow chefs from across the industry to reinvigorate their breakfast proposition.

An issue-led editorial campaign followed, highlighting the significant challenges that chefs could face in a post-pandemic operational environment.

To generate direct engagement with hotel channel prospects and customers, The Hub activated an industry-wide competition, in association with The Caterer, tasking chefs across the hotel channel to create their own brilliantly buttery breakfast recipes, including Président butter as a key ingredient. This was promoted via an intensive social media campaign, in addition to print and display advertising in The Caterer.

The Results

100,000+ impressions served via The Caterer digital creative

2,400+ NEW users visited the Lactalis Professional website during the initial 8 weeks of the campaign

105% increase in Instagram followers

64% increase in Instagram engagement

Development of the Président Professional Breakfast Guide featuring innovative recipes from the top ten competition entrants, and ambassador partners Sarah Frankland & David Atkinson.

“This campaign demonstrated the importance of applying relevant insight to our trade communications, and targeting the most appropriate channel for our Président Professional portfolio. A key KPI was to drive website traffic and increase our Instagram audience and engagement… which we more than delivered on.”
Senior Brand Manager, Président

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