Driving engagement through emotive storytelling
Bidfood, one of the UK’s leading foodservice providers, wanted to create emotional engagement with its target businesses. Since over 92,000 chefs, kitchen assistants, waiting and bar staff work in hotels, pubs and restaurants on Christmas day, we concepted and activated a campaign which called on customers to nominate the industry’s overlooked holiday heroes; those who continually go the extra mile to make the festive period special for others.
The Bidfood Christmas Gift was an integrated campaign which incorporated everything from teasers encouraging nominations to in-depth advertorials revealing the resulting winner’s stories. A panel of leading industry influencers was pulled together including Anne Pierce (Springboard); Peter Hancock (Pride of Britain Hotels); Mark Lewis (Hospitality Action) and Andy Jones (Chair of the Public Sector 100 Group), to select eight winners across six key industry sectors. Winners included Rachael King, Franchisee of a Subway who opens her doors for those less fortunate to ex-marine turned head chef, Marc Carpenter, who takes it upon himself serve up community Christmas dinners for around 500 people.
The campaign created industry buzz and positive sentiment with more than 100 nominations, social media commentary, a spike in Bidfood website traffic and over 40 targeted articles in tier one media titles representing a 300% increase on the previous year’s holiday coverage. It also attracted recognition from the PR industry, taking the ‘Integrated Campaign of the Year’ at the PRCA DARE Awards.
Discover more about theBidfood Christmas Gift