Tulip Ltd is a highly successful food company which is owned by Danish Crown Group, the largest pork producer in Europe. Within the company, its Foodservice Division lacked a distinctive identity and was not perceived as a leading player in the market. The Foodservice team set themselves the ambitious target of doubling sales by 2016 and relaunching their division as a leading specialist supplier to the Foodservice industry. As part of this, they had already invested heavily in consumer research and new equipment, and had developed three retailer-inspired own label ranges designed for the Foodservice sector: Simply Best, Simply Better and Simply Good Oak Crown.
The task for Bluestone360 was to create a completely new and unique identity for Tulip Foodservice, deploy this across the company’s product range and all communications, and to create an impactful PR launch that would transform the image of the company in the eyes of customers and trade journalists.
The way that the company’s range had previously been presented to customers was somewhat functional and clinical. The visual approach that Bluestone360 took was to use sumptuous photography to bring to life the foodiness of the recipes and the flair and passion of the company. This also helped to communicate the innovative products on offer and the way in which the company understood the requirements of Foodservice customers.
As part of the relaunch, we renamed the division “Tulip Foodservice Solutions” to highlight their philosophy of meeting the specific needs of their Foodservice customers. A new logo was created, designed to work in harmony with the Tulip corporate branding.
There were four key attributes that made Tulip Foodservice Solutions different from its competitors: sustainable supply chain, site-specific expertise, foodservice focused and foodie-led. This last aspect is quite unusual in the foodservice sector. We developed a campaign strapline, ‘A recipe for growth’, to reflect all these elements and convey Tulip’s vision for itself and its customers.
‘A recipe for growth’ became the theme which ran through all our design development and communications, including new brochure, new website and the pack design approach for the individual ranges, with tempting food photography playing an important role in illustrating the quality and foodiness of the relaunched range.
All these developments culminated in a spectacular relaunch event attended by key customers and trade journalists, to announce that Tulip Foodservice Solutions had arrived as a major player in the sector. We staged the event on the Dixie Queen Riverboat which sailed up the Thames as the presentations took place. The centrepiece of the day was a Street Food Market which we created on one deck of the boat, with a range of huts featuring different products from the range, preparing and sampling them live to guests, and allowing them to ask questions about the food.
The relaunch event was attended by 40 customers and 14 journalists. It generated 40 items of trade press coverage with a total readership of 1.5 million and the coverage received had a PR value of £120,000. Overall, Tulip have described the day as a milestone in the history of the company.
The whole relaunch programme was extremely well received by customers and by the trade press, and Tulip Foodservice Solutions are now ahead of schedule to meet their target of doubling sales by 2016.
“All of our activities and creative work following our decision to relaunch have been in line with Tulip’s wider marketing and business strategy as well as current food trends. It’s been extremely well executed and well received by our customers. We’ve seen a definite uplift in sales across our entire product range.”
Customer Marketing Manager, Tulip