How do you introduce a brand to a new class of customer – the school food channel?

The Challenge

The Kerrymaid brand had successfully launch into the UK foodservice market with over a decade of incremental sales performance growth, gaining comprehensive route-to-market listings and supplying both national and independent profit sector accounts very successfully.

With ambitions to grow the brand still further, Kerry looked to The Hub create a strategic direction to extend into new target channels. The challenge - to identify where Kerrymaid has the right to win and truly add tangible value to a new conclave of prospect end users.

The education sector, with its challenges to not only appeal to children’s appetites whilst adhering to school food guidelines but also overcome the operational burdens caterers across the sector face, requires brands to add value beyond purely product performance.

The Strategy

The most important element of the work was to highlight the flexible, consistent performance of the Kerrymaid portfolio. We needed to show every caterer that Kerrymaid was right for their menus and that Kerrymaid understood what happened day in, day out, in their kitchens.

Our plan positioned the brand as a credible supporter of the education catering channel, from primary through secondary with their differing end-user needs, specific serving objectives and dietary aims.

The Hub’s knowledge of the education channel’s regulatory and operational challenges, and experience in activating brand campaigns that resonate with the unique needs of these caterers, meant The Hub’s recommended strategic direction was founded on a compelling rationale.

The Campaign

The Hub created a campaign that truly placed Kerrymaid at the very heart of every school kitchen, by sharing insight and speaking the language of the channel from dieticians and local authority procurement to the hands-on catering teams dedicated to serving pupils each and every day.

As part of the Kerrymaid ‘Taste of the Good Life’ campaign, we partnered with Jeanette Orrey, MBE and British children's food campaigner and former school 'dinner lady', who in 2012 received an MBE for her services to food in schools.

Kerrymaid Educational catering guide, included everything from guidance on the latest school meal guidelines, to hints and tips, and a series of balanced and appealing school food recipes.

LACA: The Main Event – a highly impactful room takeover, live cookery demonstrations with both Jeanette and the Kerrymaid chef development team, seminar programme and exemplary networking – ensuring that Kerrymaid achieved maximum impact amongst the 100 + exhibitors.

Supported by channel-relevant advertising, PR and customer marketing.

The Results

Over the event Kerrymaid welcomed 435+ key decision makers to their hosted space and attending demos and seminar programme

1,500 additional tonnage of sales directly attributed to LACA meetings

New listings achieved with three regional wholesale distributors – working with relevant local authorities

Leading share of voice in the school food dialogue across all trade media

“The entire campaign was a great success – engaging with a new channel of the market for Kerrymaid, resulting in new end-user relationships. The event itself was a buzz of activity and created the opportunity for face-to-face engagement. To win in the education sector it was vital that we demonstrated an empathy and tailored proposition to those at all points in the supply chain across the school food channel.”
Brand Manager, Kerry

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