Campaign summary
Aviko is one of the largest manufacturers of potato products in Europe, producing an unrivalled range of over 800 potato products across European markets.
In the UK foodservice market, Aviko and Brass partnered to develop and implement an integrated communications plan to raise the profile of their specially developed Steam and Fresh range in the education sector and build distribution and sales across UK schools.
The brief
In response to changes in government legislation relating to serving food to children in schools, Aviko launched a new range of healthier potato products called Steam and Fresh. Made only using fresh potato and steamed to lock in vitamins and nutrients, this range offers school caterers delicious potato products with no added fat or salt.
Awareness of this range was limited in the education sector, so Brass was challenged to develop a trade communications strategy that would encourage key stakeholders in the channel to list Steam and Fresh products, and enable school catering managers to purchase Steam and Fresh for use on their lunchtime menus.
The approach
Brass wanted to demonstrate to key decision makers in the education sector what the Aviko Steam and Fresh range can offer schools. Using a closely targeted direct mail campaign we contacted local education authorities with a captivating piece of direct mail which reinforced the range's 'natural goodness' credentials.
This direct mail activity was supported by a sector-specific sales brochure, recipe cards and trade advertising in education focused titles such as Cost Sector Catering and EduCatering. The combined impact of these materials helped raise awareness of the Aviko brand amongst school catering managers and develop better understanding of the Steam and Fresh range.
The results
The campaign was extremely well-received and over 60% of Local Education Authorities responded the direct mailer and made appointments with the Aviko sales team to find out more information and discuss listing. Over the campaign period Aviko sales increased as awareness and usage grew across the sector.