Creed Foodservice

Creed is a leading foodservice wholesaler that has experienced strong recent growth and is aiming for a market leading position. With strong roots in Gloucestershire and the West, the business needed to increase share of voice and build authority at a national level.

Objectives

To build closer relationships with national key media and to promote the expertise of Creed Foodservice’s new development chef for feature comment.

Strategy

Leapfrog devised a ‘Get Cooking with Creed’ media day held at the Creed Development Kitchen in Gloucester.

Tactics

The day started with a briefing on Creed capabilities, followed by a ‘hands on’ cooking session with prizes for the winning dishes, with journalists working in teams with Creed staff. This format created the opportunity to discuss future features and case studies in an informal setting. All Journalists left with a Creed branded goodie bag.

Results

The day was attended by key journalists from across the foodservice and wholesale sectors. Coverage of the day featured in news pages, followed by a rise in the number of media enquiries on specific topics reflecting the brief, regarding for example Creed in-house butchery and fresh produce experts for feature comment.