Summary: We developed engaging video content to tell the story behind the relaunch of a well-know foodservice brand and secured extensive trade press coverage to raise awareness of the Chefs’ Selection range.
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Leading foodservice buying group Caterforce re-launched its own-brand range ‘Chefs’ Selections’ to catering customers following an extensive expansion of the product range and brand redevelopment. Pelican was briefed to support the launch.
The Pelican approach
We recommended hosting a press event for foodservice and wholesale media which would include the screening of a video produced by Pelican to showcase the new branding and range. This would enable Caterforce to demonstrate the wide range of products it offers and build relationships with opinion leading journalists.
Pelican produced a media pack and rebrand launch release which included a four-and-a-half-minute video which demonstrated the story of Chefs’ Selections products and their potential benefits to customers.
Through interviews with Caterforce staff and chefs who use the products, the video featured ‘hero’ products from the range and demonstrated the journey from NPD to end user, covering the process of research and development, taste testing and ingredient sourcing.
Pelican sourced a venue in a central London location and invited journalists at intervals throughout the day to come and taste the products and meet with key Caterforce staff alongside representatives from their eight members.
The press release and launch event secured media coverage for Caterforce, whose Chefs’ Selections range now offers 400 fridge, freezer and store cupboard and continues to expand.
The new branding and values were rolled out across all of Caterforce’s member publications, advertising and packaging over the following months.
Pelican Communications is a specialist in the environment & CSR, food, packaging & logistics and trade association sectors and offers a range of services such as strategy, design, content creation, public relations and people development.
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