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Veetee Foodservice Launch
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Objective
To establish Veetee Rice as a dedicated foodservice supplier and carve out a position for the brand with a point of difference within the rice category.
Target Audience
• All sectors of the UK foodservice market
Strategy
As a focused rice supplier, Veetee needed to establish its credentials as the authentic rice expert. Having only just entered the market with listings in one of the major wholesalers, there was a lot to be achieved in a short timeline.
Veetee’s branding was overhauled and a new authentic feel to its logo was created and applied to foodservice specific stationery and literature.
An advertising campaign depicting the various types of rice supplied and their suitability across different cuisines, using a chef to convey the foodservice product portfolio, was created and featured within key trade publications.
Channel specific brochures, demonstrating the range of products appropriate to the varying needs of the market were produced and included a host of recipes which were created purposely using an independent home economist and shot by The Hub’s food specialist photographer.
Over and above the creative brief, The Hub implemented an impressive PR campaign including case studies, reader offers and feature responses positioning Veetee as the category expert. Direct customer marketing campaigns supported the general trade campaign and an exclusive wholesaler sales promotion launched.
Results
Veetee achieved a 56% share of the branded rice category within 3663 in 18 months of the campaign hitting.
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