Situation:

J. Kings Food Service Professionals is a cutting-edge food service distribution company that not only provides outstanding food service distribution to their customers, but helps customers build their businesses through innovative new programs and “fresh ideas.” Therefore, not only was it our charge at SmartMarketing Communications to publicize and market J. Kings foodservice programs to target audiences, but through the years SmartMarketing Communications has worked closely with J. Kings on the creation, execution and publicity of a number of programs that added significant value to their customers and highlighted J. Kings as a leader in the foodservice distribution industry.

Smart Solution:

Throughout this multi-year, multi-faceted campaign, SmartMarketing Communications created and orchestrated a number of marketing and publicity tactics to both highlight J. Kings leadership in the foodservice arena, as well as directly reach J. Kings customers/potential customers with value-added programs. Tactics included:

• Targeted publicity campaign reaching both trade and consumer press, including feature articles in the New York Times, Newsday, Long Island Business News, LI Magazine, Restaurant Business, Produce News, Modern Foodservice and Nation’s Restaurant News, among others.
• Development and publicity of a major consumer campaign to reach target customers and consumers -- the J. Kings “Great Meals - Great Cause- Great Neighbors” initiative. Through this award-winning campaign, we worked with J. Kings to secure the participation of more than 100 restaurants to help raise funds for three local breast cancer organizations – while also helping these participating restaurants to increase their own businesses, and securing widespread publicity about this unique program.
• Raised awareness of J. Kings groundbreaking work in helping local hospitals enhance their foodservice programs/on-site restaurants, with major articles in The New York Times and other consumer and foodservice press.

Result:

This multi-year marketing and publicity campaign succeeded in helping J. Kings saturate both the foodservice industry market and local consumer press with key messages about J. Kings leadership in foodservice distribution and commitment to the community through the company’s unsurpassed community outreach programs. In the 6 years of this comprehensive campaign, J. Kings exhibited major company growth and successfully moved into new markets, as well as gaining “top-of-mind” status in the foodservice distribution arena.