Taste & Glory

How to demonstrate a brand in all its glory – virtually?

The Challenge

Kerry’s Taste & Glory brand is leading the way for quality meat alternatives in the UK retail and foodservice markets.

But it is no secret that plant-based is an increasingly competitive category. The Taste & Glory team knew they had a world class product but they needed to get it into the hands of buyers, specifiers and menu creators across casual and contract dining spaces in the UK. The task was additionally complicated by the pandemic and the majority of buyer meetings taking place virtually.

The challenge was to get the product to buyers and ensure that it could be cooked, enjoyed and evaluated without compromise.

The Strategy

At the core of the task was the genuine quality of the product – so the believing was in the eating. As such, The Hub knew we needed to get the product to customers in the best condition and tell them as much about it as simply as possible.

We had to make it simple to deliver and easy to understand, so that would be the platform for the sales team to build on and maximise sales conversion.

A personalised and exciting direct customer marketing campaign targeted key identified VIP recipients to experience Taste & Glory for themselves.

The Campaign

The Hub created a bespoke chilled mailing solution which featured recycled and recyclable content throughout – including green wool insulation – to ensure that the product arrived with the buyer in optimal condition.

Alongside the product and the product literature, we included assets with QR codes to a virtual cook-along buyer event and ensured that the deliveries were timed to arrive with buyers ‘just in time’ for the sales event.

Many customers said that they hadn’t expected to be able to see or experience the brand under these virtual conditions, but that the packs had made it as good as a face-to-face session.

The Results

200 personalised sampling boxes sent

75% uptake of virtual cook-along demonstration

Core listings achieved with three additional key wholesale customers

“We always knew that getting the product to customers in perfect condition would be crucial to driving the brand’s credibility and showing the exemplary quality of the products, to entice listings and create sales interest. The Hub did a great job is ensuring this and supporting sales engagement during this challenging trading period.”
Brand Manager, Kerry

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