When a multinational corporation places its trust in a small local brand agency… it knows what it’s doing
Founded in 1950, Lamb Weston is a world leading brand in high quality potato products, operating 19 factories with 3.1 million tones production capacity and clients in over 100 countries around the world. At the beginning of 2015, LambWeston decided to further invest in the souvlaki and burger markets in Greece so as to increase its B2B market share. Following a closed competition, LambWeston decided to work with S & Team.
The Market Research
Our first step was to conduct an extensive market research on Greece’s souvlaki and burger industry, analyzing the market, current trends and challenges. Based on the research results, which concluded that the souvlaki market represents a market opportunity of 43,000 tons per year for LambWeston, we proposed that they should target it using only one potato product – a strategy opposite to what had been done so far. The product we selected was “Potato Dippers” because it met a set of criteria and features deemed both necessary and bold enough to match the souvlaki industry.
The Name & The Logotype
Given that souvlaki is Greece’s national dish, the first thing we decided to do was to integrate Potato Dippers into greek culture, giving them a more local identity. So we renamed them to “Potato the Greek” and designed a logo using a character – a mascot with some of the most recognizable greek 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 authentic 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 promote Potato the Greek we decided to create a responsive website in collaboration with LambWeston’s marketing department. We ran 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.
The Potato the Greek 360o campaign also included participation in HO.RE.CA, Greece’s leading trade show. Our concept for the stand was to move away from typical commercial-like stand design and create a modern small-scale souvlaki kiosk instead, using the name Potato the Greek to attract the desired target audience. The result was that, after launching Potato the Greek, it took less than 3 months to break even, with sale volumes increasing from 50 to 600 metric tons, an increase of 1,200%.
The collaboration between S & Team and LambWeston continued for the following years with creative projects for the souvlaki and burger market, such as online campaigns, print designs and exhibition stands designs.
“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!”
LambWeston International Channel
Marketing Manager South Europe