Simplot Foods makes some of the best fries in the world.
But a fractured brand direction and a low-impact print advertising strategy meant that they weren't building the brand equity their products deserved. A new brand strategy unified all of the different product lines with a single brand promise, a cohesive look and feel, and product photography that communicated relevance for modern restaurants.
Each campaign built equity for the Simplot Foods brand, while communicating the value of individual product lines to restaurant operators. Unique photography was captured for every product campaign, with a new and consistent style for a modern look and feel. New photography was also used on the website, and for marketing and point-of-sale.
The campaign led with programmatic digital display and social media, and was supported by print in trade publications. Every product campaign drove to a landing page that captured interest and intent.
The new campaign direction increased leads by 307% year over year and helped to win new accounts with a decrease in cost per lead.
