Enabling next-gen food creators

While Rich’s Food derived most of its revenue from large accounts, its growth strategy called for more innovative products, better CX, and appeal to new audiences.

Through our customer and market research, we uncovered:

• Food professionals build brand preferences at the start of their professional careers.
• Most of Rich’s international customers are small to individual businesses/ They are young and preferably interact with providers and customers on social media.
• While price and availability matter, food professionals select their preferred ingredient options while creating their menus.
• Food professionals mainly look for menu inspiration on social media.

Those insights led us to launch a social media campaign targeting young food professionals seeking menu inspiration.

I used an agile, collaborative, and informed process throughout. Working with a strategist, I first identified the needs and aspirations of each customer segment.

Using those insights, I created a highly personalized creative campaign centered around the passion, grit, and creative energy shared by all aspiring food professionals.

My goal was to reframe Rich’s Food as a Creative enabler, the perfect partner for your food innovation. Entering the world of Rich’s Food will be like entering a world of endless possibilities.

We launched the campaign as a Test & Learn social media activation in North America and Vietnam.

The concept was highly personalizable and enabled us to map the creative collateral with each segment's needs, aspirations, and buy stage. This adaptability made the activation incredibly successful, with over a 900% ROI, covering the campaign development cost from the first activation alone.