McCain Foodservice Netherlands had a very limited online presence before starting this project. Bobby de Graaf asked us to help to digitally develop McCain in Foodservice Netherlands. 

Together with the sales manager, sales team and office staff, we first looked at who McCain’s customer in foodservice Netherlands actually is (by means of a persona workshop). We then asked the sales department to verify this and of course insights came out of those conversations, which were not expected at first. Then we did the customer journey workshop to learn how the persona moves through the customer journey, which triggers and which touch points are relevant. 

Together with the entire team, we also set up an activation and campaign based on the customer journey around the product range P!ckers (appetizers) from McCain. 

“A thorough approach with the right strategy was a prerequisite for starting with digital. Setting clear goals and ensuring the process internally were critical success factors. By doing this with GROUP7, we knew we were gaining a lot of experience. This has created a steep learning curve for the entire team in the field of digital.”

The challenge

McCain had some catching up to do when it comes to digital marketing. By providing structure and a proven process, GROUP7 has helped McCain take the right steps on digital. As input from the process and the workshops, we used data from our GROUP7 Professional Community, analyzed Bidfood and Sligro McCain data and used Data Outlet data (then Datlinq, now Roamler). 

McCain wanted to collect online leads to expand distribution faster.

The solution

In addition to the workshops and the joint elaboration of a first campaign, we also implemented the campaign together with McCain and the agency Byteffekt for the creatives and social media. Built the flow into the marketing automation system, set down the mail texts, subject and call-to-actions. Now e-mail addresses, … Of course we started tracking via social addresses, but Datlinq (now Roamler) has general email addresses that we could use and are fully compliant with GDPR legislation. The great thing about that was that we immediately had so much extra information from these locations that we could also assess them qualitatively 

“In particular, the pragmatic approach and the hands-on mentality have been experienced as pleasant. Dedicated team from GROUP7 that offers support and really cooperates with local team. Clear workshops to increase engagement and become familiar with the subject.”

The result

The first campaign McCain did in the Netherlands was immediately very successful. Some figures from the marketing automation campaign; 34.5% open rate and 17.2% click-to-open rate. The campaign generated 286 leads.

What’s next?

Now, 2 years later, we still work together with the Dutch team of McCain Foodservice. McCain Netherlands has become one of the front-runners in the field of digital within McCain. We now do completely different processes together such as CRM optimization, training, data enrichment, wholesaler activation and more. All activities are aimed at ensuring that we move leads through the funnel and warm them up to purchase through the right activations.