So, a ready-made product is heresy. But with fewer and fewer hands in the kitchen, chefs have to make smart choices. Like choosing Dr Oetker’s Pizza Perfettissima. A modern convenience concept for the professional kitchen. Wide margins, quick preparation and an authentic Italian pizza experience. But still… how could we get the chefs on board?
How do you sell pizza to a chef?
Without them throwing knives at you.
Scope
- Campaign
What we did
- Content
- Media tactics
- Performance
- Digital campaign
Every chef has their professional honour. Everything must be fresh. Everything must be delicious. Everything must be high-quality.
A slice of pizza for the pro
How could we win the pros’ trust? Well, we at BB enjoy a delicious slice of pizza. We were on board after the first bite. You will never convince professional chefs if they cannot taste it themselves...
LinkedIn as a pizza courier
Many businesses and chefs are on LinkedIn, which makes them easy to target. With clear business arguments and a delicious sample box, we fired up the pizza oven. And yes, they tried and tasted, one by one.
See-Think-Do-Pizzaaaaa model
We structured the campaign content using the See-Think-Do model. This model lets you carefully manage information needs and monitor response, relevance and performance. So, it became all-day pizza time.
Perfect results
100%
This performance campaign for Dr Oetker became a model for other B2B strategies. Performances: 100% above the benchmark of 5.4%. (If you're thinking “What does this even mean?”, Allard will be happy to explain it to you.) In any case: We were happy. The chefs were happy. The client was even happier. And the pizza was fantastic... but we already told you that.
Fancy a full-funnel campaign for your brand?
Call or email Susanne.
Call or email Susanne.