Every day, millions of meals are served outside the home. Here, we are talking about restaurants, cafés and hotels – but also about schools, nursing homes and hospitals. In this market for ingredients for professional kitchens, Swedish diary group Skånemejerier is a major player through its subsidiary Skånemejerier Storhushåll.
The company’s product line includes a number of strong brands and hundreds of products, ranging from regionally produced milk to French cheeses. Sales take place both directly and through wholesalers in a fine-meshed logistics network, and ID’s all-embracing assignment is to support sales using smart communication.
DRIVING SALES BY INSPIRING THE MARKET
Inspiration is a basic ingredient in the marketing of Skånemejerier Storhushåll. By providing a continuous flow of tips and recipes for the professional kitchen, we highlight the broad set of opportunities you get from using the products. Please see above for a selection of inspiring printed matter developed by ID.
DRIVING SALES BY BUILDING THE BRAND
The Skånemejerier Storhushåll range boasts leading cheese brands like Président and Galbani from France and Italy. To raise awareness of these brands in the Swedish catering market, we use ongoing advertising in trade magazines to make readers curios of the products.
DRIVING SALES BY DEVELOPING DESIGN
When ID was commissioned to develop a new name and look for Skånemejerier Storhushåll’s own Brie, we created “Brie Bistro”. The name brings the French brasserie culture to mind, and the design was awarded the gold medal in Pentawards, the world’s largest competition for packaging design. Today, Brie Bistro is a successful brand for a selection of more affordable products in the range.
CREATING SALES BY TARGETING SPECIFIC TARGET AUDIENCES
Skånemejerier Storhushåll is targeting a number of different sub-target groups, each requiring its own unique appeal. For the more exclusive restaurants we provide gastronomic inspiration and develop concepts together with some of Sweden’s top chefs. Schools are another important target audience, and here we develop material for education as well as for inspiration. Target audiences include both staff and students. For cafés and pastry shops we use seasonable communication to drive sales to end customers in a simple way. Among other things, the 50s-inspired billboard series above became a huge success.
DRIVING SALES BY NURSING RELATIONSHIPS
The relationship between seller and client is vital to the success of Skånemejerier Storhushåll. The company has a dedicated sales force, and we help them by developing the necessary tools. This can involve everything from digital and analogue product presentations to a complete booth design for a trade fair, where you make many new business contacts.
MAKING THE WEB THE HUB OF SALES
The Skånemejerier Storhushåll web site is acting as a hub for all company communication. Here we mix news and inspiration with the presentation of approximately 700 products. This product catalogue is connected also to the wholesalers’ article database to simplify the clients’ decisions and purchasing.