Campaign summary
Brass and Aramark have a long-standing relationship which has seen Brass develop a wide range of end-user promotions and point of sale suites for use in Aramark contract catering units.
To celebrate Aramark being an official partner of British Food Fortnight; a two-week campaign designed to promote the use of British ingredients; Brass were asked to provide recommendations to demonstrate how Aramark could best celebrate this partnership in catering units.
The brief
Brass was asked to capture the essence of British Food Fortnight and create a suite of point of sale items that would engage customers and encourage meal purchases.
The materials were used across a variety of white, blue and pink collar B&I contract catering units, all of which had different customer profiles.
The approach
Brass proposed showcasing the best of British ingredients (meat, dairy, fish, vegetables and fruit) using a series of appetising and mouth-watering photography. These images were used across all point of sale materials to create a strong focal point with consumers and encourage them to order a British meal option.
Point of sale materials produced included posters, hanging banners, bunting, tent cards, shelf barkers, T-shirts, stickers and wobblers. Different sized kits were produced to allow catering units of all size to join-in the celebrations. A full briefing pack was also created for the manager of each unit which told them what British Food Fortnight is, what they were to do with their kits and ultimately encourage them to get behind the campaign and engage with consumers about all things British during the two week campaign. Catering managers were also challenged to offer meal deals to customers using products of the British Food Fortnight sponsors.
British Food Fortnight was also supported by a heavy-weight public relations campaign to generate awareness of Aramark's participation in the event in the wider foodservice market.
The results
Uptake of the point of sale kits across Aramark units, of all sizes, increased compared to previous campaigns. Catering Managers supported the campaign with special British Food menus which were praised by customers and resulted in an 8% increase in meal sales over the two week period.