Consumer Product Launch & Promotion

Dixie: Smartstock Cutlery Dispenser Product Launch

CHALLENGE

Introduce a new concept in cutlery category, the SmartStock Cutlery Dispenser, a one-of-a-kind cutlery dispensing system providing foodservice operators with single cutlery dispensing. Educate distributors and end-users on product function and benefits.

SOLUTION

Develop and execute integrated product launch leveraging a “smart mix” of communications behind key product features (hygiene and storage improvements and operational/cost efficiency). In advance of product-to-market, and in conjunction with National Restaurant Association (NRA) show, generate excitement while communicating innovation. Elements of campaign include:

– Advertising in print publications and their websites.

– Media outreach.

– Trade show sponsorships and partnerships.

– Development of sales collateral material.

RESULTS

“Smart” sponsorships and co-marketing agreements put the dispenser into the hands of operators, foodservice industry influencers and consumers – resulting in 100% positive respondent preference. Targeted national, local and trade media secured communicating key messages of product as the “Smart” new solution for the industry.