Online Advertising with Foodservice Director & Restaurant Business

Latest online Foodservice Rewards ads targeted to operators…

While the message remains the same  to operators – Foodservice Rewards is free to join and easy to participate in – much of the former print advertising has moved online with our Foodservice Director and Restaurant Business partnership.  The goal is to remind existing members to enter codes and to engage new operators to join.  Note the use of our branded sponsor logos to draw attention.  Below is an example of the online ads currently running.

 

FoodService Director to Partner at NACUFS

Free & Easy Ad featured in Foodservice Director Magazine…

The fourth annual Free & Easy Party will be held in Baltimore during the NACUFS Annual Conference.  This year, FoodService Director Magazine will co-host the networking dinner designed to bring the Foodservice Rewards program to life for college operators.  Below is an advertisement promoting the event which will run in the April and May issues of FoodService Director.  Sponsors this year include Kraft, Rich’s, Heinz, Sara Lee, and Neil Jones Food Company.

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Partnership with Anything4Restaurants.com

Foodservice Rewards partners with Anything4restaurants for additional web impressions…

Foodservice Rewards has partnered with Anything4Restaurants.com to help promote new membership and engagement.  The website is visited by foodservice professionals sourcing products and distribution.  Foodservice Rewards currently has advertising exposure on the rotating storytool (photo below) as well as the promotions tab on the left rail.

 

New Print Ad & Foodservice Rewards Communications

Easy Math Campaign for operator engagement and new enrollments…

The “Sticker Shock” ad and associated communications ran for three years.  This year, Marty Malley, Marketing Director, tested four new concepts with operators and the result is the new ad below – Aptly named “EASY MATH”.  The campaign will cut across all operator communications re-enforcing the key messaging:

  1. The program is FREE
  2. It is EASY to enter codes
  3. There are Multiple Sponsors and Brands
  4. There are Thousands of Rewards to Choose From

 

Best Practice – Integrating Foodservice Rewards in Advertising

More examples of Integrated Marketing, specifically print advertising…

It’s easy to do…Sponsors leverage their Foodservice Rewards participation through-out their industry communications, especially advertising.   Here’s some 2012 examples of the Foodservice Rewards logo integrated into trade advertising (see bugs lower right or left)…

Sara Lee

AdvancePierre

Sara Lee

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New Sponsor – Krusteaz Professional

Krusteaz Professional joins the Foodservice Rewards Coalition…

                     Continental Mills, now known as Krusteaz Professional,

 joins the Foodservice Rewards Coalition!

Krusteaz has launched their first promotion to create excitement around their sponsorship of the Foodservice Rewards program.  Along with the enewsletter and my promotions pages, they are utilizing the new Story Tool  (see below) to promote their launch.

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Rich’s 4 Consecutive Ads Tout Foodservice Rewards

Rich’s touts Foodservice Rewards participation in small ad space…

Working with a limited space, Rich’s 4 consecutive Panini ads highlighted their participation in Foodservice Rewards without interupting their key benefits and brand messaging. See Below:

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French’s 1 Million Points Sweepstakes!!

Sweepstakes supporting Franks Red Hot Sweet Chili Sauce really gets attention!

In a promotion supported by mulitple advertising insertions, press releases, and a free case offer, French’s offered a sweepstakes awarding a total of one million points to support their Frank’s Red Hot Sweet Chili Sauce. Talk about getting some excitement!

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Eblast

 

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Building Membership through Advertising

Foodservice spending on advertising has declined in recent years, but trade advertising can still be an effective part of your marketing mix as it is for the current Foodservice Rewards ad campaign.

The foodservice market is mature. Pressure continues from distributors to investment spend in their “marketing” programs with limited deliverables on sales growth or transaction/customer information sharing.  Manufacturers should be investing to reach operators directly and participation in Foodservice Rewards provides a targeted and measurable vehicle to learn who your customers are and what they are purchasing.   Yet, advertising can still be a powerful part of a marketing mix for driving awareness and ultimately sales to the end-user operator.  Foodservice Rewards benchmarked initial awareness and usage of the program using an add-on question to a traditional ad study survey through Food Management & Restaurant Hospitality magazines in January and February of 2010.   After a mere four ads were run in each publication as a supplement our existing marketing efforts, the awareness and usage reported in the August benchmark studies for both magazines was measurably higher.  Click links for actuals.  Benchmark Jan-Aug FM 2010 Benchmark Feb-Aug RH 2010

 

New Bunge Ad Features Foodservice Rewards

Bunge ad showcases Foodservice Rewards graphic…

Bunge, the oil experts, have launched a new ad that showcases their strengths and Foodservice Rewards participation. Remember, Foodservice Rewards will also fund a 250 point bonus code for inclusion in any sponsor ads that encourages new operator enrollments.

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