Driving conversations through new spaces
Nestlé Professional was keen to showcase its commitment to insight and innovation and move from traditional communications and create new spaces to tell an engaging subject matter via digital storytelling and drive better conversations and social interactions.
Speed created a series of disruptive reveals based on three trending topics: ‘nutrition, health & wellness’, ‘hyper-convenience’ and ‘talent’. The umbrella communication platform became known as ‘BuzzBites’ – an exciting release of exclusive insight through a branded digital e-zine which was co-created with pioneering brands who were passionate about the subject matter, recognised for their voice and action of taking the industry forward. Each insight was shared as an inspirational experience to create buzz and be memorable so those invited would share what they took part in.
The concept was a revolutionary approach for Nestlé Professional which evolved as the year went on and became the catalyst for enhanced customer interactions, social thought leadership and credible media coverage.
The strategy resulted in delivering over 200 qualified new business leads and exceeded all previous year targets as coverage advanced from news mentions to over 80% high profile, thought-provoking opinion placements. Nestlé Professional received glowing endorsements from the hospitality industry for its creative insight and for being a positive catalyst for best practice sharing. As a result, the campaign was awarded the B2B Campaign of the Year at the renowned PRCA DARE Awards.