Situation:
Supreme Cuts, LLC is a premier processor and distributor of fresh, pre-cut vegetables – and has built a strong reputation in both the foodservice and retail markets for their convenient lines of high quality products. Since its founding, Supreme Cuts has grown from offering a single line of snipped green beans, to now being a leader in the fresh-cut vegetable industry -- offering a full selection of dozens of items in both their retail and foodservice lines. In 2007, the company was about to launch what would be a significant first in the industry: “Off the Cob” Fresh Kernel Corn. This product would give chefs and consumers the chance to experience the benefits and taste of fresh kernel corn all year long – previously, kernel corn was only available as frozen or canned. Supreme Cuts came to SmartMarketing Communications to help launch this innovative new product to foodservice professionals and retailers – and help create overall excitement about Supreme Cuts and their growing product lines.
Smart Solution:
To generate widespread awareness of, and interest in, Supreme Cuts Off the Cob Fresh Kernel Corn, SmartMarketing Communications created a public relations campaign to reach retailers first, and subsequently consumers, about the availability of this convenient new product. The campaign -- which included a series of press releases, media interviews and visual elements – resulted in numerous articles in key industry publications, including Today’s Grocer, Produce News, Produce Business, Yankee Foodservice and Foodservice East . Through this publicity effort, SmartMarketing Communications was able to generate heightened interest in Off the Cob, and help secure retailer interest in carrying the line. Smart Marketing Communications also generated strong consumer interest in, and purchase of, “Off the Cob” through articles in leading consumer media outlets, including articles in Newsday, The Houston Chronicle, The Chicago Tribune and Everyday with Rachael Ray magazine. In addition to the launch of “Off the Cob”, SmartMarketing Communications also worked to build awareness about the other product lines and services of Supreme Cuts in both the retail and foodservice markets – helping to publicize and create retailer/consumer excitement about a number of new product introductions. Additional program elements that had a direct impact on increasing business for Supreme Cuts included helping to increase traffic at key trade shows through booth design elements and direct mail, as well as fostering relationships and arranging for product demonstrations and publicity at key chefs organizations.
