Kikkoman: Positioning Soy Sauce as the Umami Secret of Leading Chefs
Our focus on culinary trends—from mainstream to ethnic—has helped Kikkoman build their foodservice sales year after year for more than 30 years. We created the “chef behind the dish” ad campaign as an attention-getting way of demonstrating how leading chefs trust and innovate with Kikkoman products, while showcasing their umami-intense culinary creations. An industry favorite and consistent high-scorer, the campaign has attracted interest from chefs nationwide—they’re now calling us to be in the ads!
Nestlé Professional: Taking a Revolutionary Coffee System from Great Idea to Global Brand
In 2009, Ketchum Food B2B was awarded a global branding assignment by Nestlé Professional Super Premium Beverages. Viaggi, the new division’s first beverage offering, is an innovative automated system that’s able to deliver a range of authentic international coffee drinks. We created the brand, including the name (which means “journeys” in Italian), the striking visual identity and graphics standards, and compelling core messaging, going on to develop integrated marketing materials in multiple languages for successful launches in France, the UK, Italy and Switzerland.
Coffee-mate: Turning Consumer Passion into Foodservice Profits
It was the height of the worst recession in America’s history, with restaurants scaling back and consumers trading down. Coffee-mate, though well-known, was thought of as a give-away item—a nice to have, an extra. And while the product was booming in retail, foodservice sales were stagnant. Ketchum FoodB2B repositioned the brand out of home, leveraging consumer love for the brand at retail and metrics that showed that nearly one third of restaurant patrons would visit a location more often if they offered Coffee-mate creamer. The “Passionately Preferred” campaign has turned Coffee-mate around in foodservice, resulting in double-digit growth for three years running.
SFS: Pioneering a Smarter Way to Sell
How do you bring a sales call to life in a way that’s so smart, it repositions your entire brand? We worked with SFS’s new management team to develop and launch ‘Taste a smarter way,’ a new selling tool showcasing the companies capabilities and expertise in the flavor business. The tool blends imagination with iPad technology to put sales solutions at the fingertips of SFS’s sales team. It allows quick access to vast amounts of technical information. But that’s just the beginning. Extensive video material, which we produced and directed, brings company to life through the voices and vision of its leaders and its smart staff.
Beef: Putting Value at the Center of the Plate
Our integrated marketing program shifted the conversation from price to value and transformed a series new beef value cuts—like Flat Iron and Petit Tender—from unknowns to menu MVPs by featuring those cuts in state-of-the-plate applications that showcase the versatility and selling appeal of beef. We’re proud that Nation’s Restaurant News recently named “BEEFlexible” the campaign of the decade.