When a multinational trusts a small local brand agency… it knows very well what it is 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 souvlaki and burger market 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 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 360o 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.
“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