Springfield, Mo. (PRWEB) June 10, 2014
The global foodservice marketing agency deep has launched a comprehensive advertising campaign to support the rollout of the new DaVinci Gourmet® Smoothies. The campaign ranges from digital offerings for the online market to a one-page print ad for popular food and beverage magazines. Also featuring promotional collateral materials, branded sample kits mailed to industry editors and a complete product brochure, deep designed the campaign to entice foodservice operators into sampling the latest offering from the DaVinci Gourmet brand, a Kerry Foodservice staple.
Charged with delivering a compelling campaign to heighten awareness of the new natural fruit and fruit & vegetable smoothies, deep’s foodservice marketing team focused on concepts that would resonate with key decision makers in the food and beverage industry. “We recognized the need for universal appeal while also focusing the message for the specialty coffee shop and foodservice operators who will obviously benefit from naturally delicious, easy-to-prepare smoothies,” said deep Partner, Creative Director Dan Stewart. He added, “We demonstrated the texture, color, natural appeal and variety of flavors with closeups of the smoothies in an orchard, because those shots alone would have sent most operators reaching for the nearest straws. We also crafted equally convincing copy to persuade any holdouts. Sampling the treats ourselves—and then sampling them again and again—inspired us with big ideas for the campaign.”
Stewart said the overarching goal for the advertising was to quickly communicate the natural benefits of DaVinci Gourmet’s new smoothie line, which is new territory for the brand that is well established as a leading ingredient provider. Led by deep Senior Interactive Art Director Daniel Green, the integrated digital marketing for the campaign conveys that message with a new webpage and related banner ads—displayed on relevant foodservice industry websites. The growing number of foodservice professionals who visit the new webpage are served up convincing facts about the customer appeal of smoothies in general as well as the specific benefits DaVinci Gourmet Smoothies offer both operators and their customers.
The benefits showcased on the webpage, sales collateral material and other components of deep’s latest campaign include the allure of sweet yet natural ingredients combined with the convenience of shelf-stable packaging and simple prep for DaVinci Gourmet’s new smoothies. Most importantly, all marketing materials for the Natural Smoothie Mixes feature callouts to try the gourmet smoothies firsthand.
As Stewart noted when discussing the impact the campaign is making, deep is not surprised by the results: “Armed with the promise of a great-tasting, easy-to-prepare, natural smoothie, deep has all the ammo we need to draw the interest that drives sales.”
Founded in 2005, deep is an entirely employee owned and operated agency in the Marlin Network. The foodservice marketing group develops breakthrough creative campaigns for clients in the U.S. and international markets. As part of Marlin Network, deep was featured on Inc. Magazine’s list of America’s Fastest Growing Companies in 2010, 2011, 2012 and 2013. Currently, the network is the number one purchaser of foodservice media, and its agencies include deep, Marlin, The Alchemedia Project, STARAwards, Marlin Network Consulting and FoodIQ. Together, members of Marlin Network represent more than 70 major food and beverage brands. For more information, follow deep on Twitter, Facebook, Instagram and the b!eep blog or visit deepgroup.com.