GoodLife Foods is a leading producer of frozen snacks in Northwestern Europe. They have a strong presence in the quick service segment with brands such as Bicky and Mexicano®, but GoodLife Foods’ ambitions also include expanding the distribution of sustainable brands.

To collect leads in a market that they had so far less well mapped, Tom asked GROUP7 to work with the GoodLife Foods marketing team to see if we could set up a promotional email campaign around the CAS Culinair stand at Gastvrij Rotterdam towards foodservice professionals.

The challenge

CAS Culinair is not at the top of the list at GoodLife Foods in terms of brand awareness. Because the brand offers luxury croquettes with various flavor variations, they do have a unique offering. At the same time they also have a large number of competitors in the snack market.
The purpose of this first campaign is to investigate how strongly there is a response to communications about CAS Culinair and, as automated as possible, to guide the new leads through a sales funnel.

The kick-off for this project took place about a month and a half before the fair, which made the time to put an entire campaign live quite a challenge.

The solution

The GoodLife Foods marketing and sales team is involved in developing and devising the campaign messages, and we also quickly contacted a design agency and a website builder.

We split the campaign into two parts, one part ahead of the the trade fair with the main goal of getting people to the trade fair stand. And a part after the fair to follow up on trade fair visits and offer an alternative for non-visitors of Gastvrij Rotterdam.

The first part was communicated via automated email marketing and via advertisements in trade magazines and newsletters. Ultimately, more use was made of the alternative inspiration than of registration for the exhibition stand. So we did build an audience, but we did not yet find much results for our desired goal.

In the second phase, after the fair, trade fair visits were monitored and the established audience was offered an alternative to come into contact with CAS Culinair products.

The result

Moving leads to the stand at Gastvrij Rotterdam was less successful, but further exploring the email addresses has caused good results. The second phase, after the fair, led to many registrations and therefore sales visits. Finding new leads is not easy, but we received feedback from the sales team that the leads provided are of high quality and easy to follow up. Through a pre-designed sequence of emails, based on (clicking) behavior, we have already done the introductory work and the sales team has a story to continue with.

“With still some operational optimizations to be done, but marketing automation is something that we want to use in our daily business.” Tom Stevens, GoodLife Foods.