Dixie Food Services

Challenge

Introduce a new concept in cutlery category, the SmartStock Cutlery Dispenser, a one-of-a-kind cutlery dispensing system providing foodservice operators with single cutlery dispensing. Educate distributors and end-users on product function and benefits.

Solution

Develop and execute integrated product launch leveraging a “smart mix” of communications behind key product features (hygiene and storage improvements and operational/cost efficiencies.) In advance of product-to-market, and in conjunction with National Restaurant Association (NRA) show, generate excitement while communicating innovation. Elements of campaign include:

• Advertising in print publications and their websites.
• Media outreach
• Trade show sponsorships and partnerships.
• Development of sales collateral material

Results

• 4,000,000+ media impressions communicating the “Smart” new solution for the industry.
• More than one million impressions earned in target trade publications.
• Editorial coverage was reprinted for sales force to drive operator dialogue.
• “Smart” sponsorships and co-marketing agreements put the dispenser into the hands of operators, foodservice industry influencers and consumers – resulting in 100% positive respondent preference.