LAMBWESTON

The Market Research

Our first step was to conduct an extensive market research on souvlaki and burger industry in Greece, which analyzed the market, current trends and challenges. Based on the research’s results, concluding that souvlaki market represents for LambWeston a market opportunity of 43,000 tons per year, we proposed that LambWeston should hit the market in a targeted way using only one potato product –opposite of what they used to do up until that moment–. The product we picked was “Potato Dippers” because the latter fulfilled a set of criteria and features deemed both necessary and “bold – enough” –based on the results of our research- to match souvlaki industry in Greece.

The Name & The Logo

Given that souvlaki is Greece’s national dish, the first thing we decided to do was to give to Potato Dippers product a more local identity to fit Greek culture.  So we renamed “Potato Dippers” to “Potato the Greek” and designed a logo using a character – mascot with Greek clichéd traits, such as the long black moustache and string of beads. Our aim was to create a concept that embraced “Greek modern traditionalism”.  

The Marketing Materials

Once the logo was approved, we moved forward with the creation of Potato the Greek marketing materials, such as the brochure and recipe book. We worked closely with both the photographer and food stylist to achieve real souvlaki – style, mouth – watering photos of souvlaki served with Potato the Greek. Also we created POS materials, including aprons and table cards for souvlaki restaurant owners.

Website, Print & Online Campaign & Exhibition Stand Design

To further boost Potato the Greek we decided together with LambWeston’s marketing department to create a responsive website. We run a print and online campaign with print advertisements featured on high – circulation B2B food magazines and web banners displayed on the most popular online delivery website in Greece.
Potato the Greek 360^o campaign also included participation in HO.RE.CA, Greece’s leading trade show. Our concept for the stand was to get out of typical commercial – like stand design and create instead a modern small – scale souvlaki kiosk under the name Potato the Greek to attract desired target audience. The result was that after launching Potato the Greek it took less than 3 months to break even, whereas the volume of its sales increased from 50 to 600 metric tons, which represents an increase of 1,200%.
The cooperation between S & Team and LambWeston continued for the next years with creative projects for the souvlaki and burger market, such as online campaigns, prints designs and exhibition stands designs.