Launching the new plant-based ingredients range from Nestlé Professional to media and customers
Nestlé Professional launched its plant-based Garden Gourmet range as a challenger brand to the on-trade market.
With media and customers seeking ways to help consumers flex their lifestyle across all sectors from meal choices to fitness regimes and work styles, we commissioned a study focused on how consumers find balance whilst dining out. The ‘Balancing Plates’ report was created to deliver insight across three main topic areas: menu choices, technology and sustainability
The report was boosted by insight from leading experts across nutrition, sustainability and AI technology.
We launched the campaign at one of London’s foremost sustainable venues, Shoreditch Treehouse to customers and media. Attendees were treated to a five-course tasting menu developed by Nestlé Professional’s chefs featuring the Garden Gourmet range. Through the dinner, the experts featured in the report presented on the results found whilst also showcasing some new technologies that may be seen in menu development in the future. The meal and the discussion generated lively debate amongst the attendees.
The magic of the event was captured by our in-house digital and content unit Motion.
The event was attended by Nestlé Professional’s key customers, including Compass and Baxter Story as well as ten trade media titles.
Throughout the campaign we achieved 20 media insertions, featuring heavily in The Caterer, B&I Catering, Public Sector Catering, In a Pub and Stir It Up magazine.
Significant sales growth was also achieved on the back of the campaign. Notably, Compass awarded Nestlé Professional with a total of nine dishes on its managed menu in 500 sites and 12 universities nationwide.
“Speed has been instrumental in helping Nestlé Professional drive thought leadership with the launch of our new Garden Gourmet® range. The team are passionate and hardworking, and they really understand our strategic vision.
“The brief was to develop a creative PR campaign to drive brand awareness and demand for the new product range. We’re really pleased to say the campaign has resulted in fantastic press coverage in all our key publications, as well as product listings with some of our largest customers, which in turn has had a significant impact on our business.”
Katrina Harrison, Nestlé Professional® Brand & CRM Lead