When a multinational corporation places its trust in a small local brand agency… it knows what it’s doing
LAMBWESTON
The challenge
LambWeston, one of the world’s largest potato product companies, wanted to strengthen its presence in the Greek food service market by claiming B2B market share within the highly competitive Greek souvlaki sector. The company operates 18 production facilities with a total capacity of 3.1 million tons of products, while its customer base extends across 100 countries worldwide. Although the market presented significant opportunities, the environment was challenging. Industry professionals primarily relied on established choices, while end consumers associated high-quality souvlaki with freshness, a homemade feeling, and authentic Greek cuisine. The challenge, therefore, was to create a reason for business owners to change their habits, understand the product’s commercial value, and integrate it into their menus without altering the character of their offering.
Services
Strategy
We started with research, not the creative idea. We conducted an in-depth analysis of the Greek souvlaki market, the needs of professionals, and consumer behavior.
The research revealed a significant business opportunity: potatoes are the second most important ingredient in souvlaki, while the overall market exceeds 43,000 tons annually.
Based on these insights, we proposed a different commercial approach. Instead of LambWeston communicating its entire product portfolio, we focused exclusively on one product with characteristics that directly addressed the real needs of the market.
We selected the “Potato Dippers” product because it maintained its crispiness for a longer period, even in delivery orders; it had a natural, handmade appearance that matched the Greek souvlaki experience; it differentiated the final product without altering the taste customers expect; and it helped professionals better manage food cost and pita composition.
From that point onwards, our strategy was clear: the product needed to stop being perceived as just another imported potato product and acquire a Greek identity, specifically designed for this market.
Naming
The creative idea was based on a simple but essential observation: in order for the product to be accepted by the market, it first needed to acquire an identity that matched Greek culture. This is how “Potato the Greek” was born. The renaming process became a key positioning tool, transforming an international potato product into a proposition with a clear connection to the Greek market and the product category it served.
Creative direction
We created a complete brand identity with a recognizable character that combined elements of Greek tradition with a more contemporary and humorous aesthetic.
We designed a logo featuring a character with Greek characteristics, such as a long mustache
and “komboloi beads”, creating a distinctive brand asset that differentiates the product and
strengthens its connection with Greek souvlaki culture.
The communication strategy was designed to demonstrate how Potato the Greek can provide
added value both to professionals and end consumers. Around the central idea, we developed a complete communication system.
We designed the photographic identity, printed materials, a recipe book, microsite,
advertisements in B2B food magazines, and web banners on specialized food distribution
platforms in Greece.
At the same time, we designed a complete 360° campaign, which included the participation of Potato the Greek at HO.RE.CA, the largest trade exhibition in Greece. Our idea was to create a booth beyond conventional standards. We designed a small, modern booth inspired by a traditional souvlaki restaurant, featuring the Potato the Greek brand name, in order to attract the desired audience and instantly communicate the brand positioning.
Results
The strategy delivered results very quickly. Within less than three months after launch, sales of the specific product increased from 50 to 600 tons, representing a 1,200% increase.
Beyond sales figures, one of the most important achievements was the successful positioning of an international product within a competitive market with a strong local identity, while also achieving very high levels of brand recognition.
“Potato the Greek” managed to stand out within LambWeston’s portfolio and establish itself as a specialized proposition, specifically designed for Greek souvlaki, creating strong awareness and a clear position in the market.
Testimonial
“After briefing S & Team in November 2014 they came back to us with an outstanding presentation based on clear diagnostic, strong recommendation and creative concepts. As a result of their work we saw a significant increase in sales besides current economic instability. Their approach helped me to set out a standard in our company on how to do segment marketing!
S & Team has a bold and brave mentality, is very
strong in seeing the better picture and has outstanding concept development abilities. S & Team is a strong asset to every marketing department of a company. It is a privilege to work with them!”
Agron Shala
LambWeston International Channel
Marketing Manager South Europe
