Advance is one of the UK's leading catering equipment distributors. Its products are used by many of the country's biggest casual dining groups and restaurant brands. Advance contacted Move with a view to implementing a campaign specifically targeting the casual dining sector. Since engaging with Advance we have completely transformed the way that the company does business, positioning them as a thought leader and helping them to evolve from purely a product supplier to more of a solutions-led consultant under the "Smart Kitchens for Casual Dining" campaign theme.
In the first instance we undertook a full audit of the company's position and produced a campaign strategy which would later be implemented under the "Smart Kitchens" umbrella. After identifying four key pillars for this theme, geared around unique aspects of the offering, we set about communicating this approach across a range of online and offline media. This included the development of technical white papers, extensive utilisation of trade press to position key messages and the use of video web explainers which combined commercial kitchen footage with animation and an explanatory voiceover. We have also made effective use of social channels and an associated email and telemarketing campaign to hone in on key decision makers and support the Advance sales team in converting leads into sales appointments.
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