Kiveton’s Kitchen is a division of the Greencore Group (one of Europe’s largest food manufacturers). Their range of premium chilled ready meals were created for the convenience and symbol group sector to compete with other premium brands that dominate the chilled food sector.
The aim was to present Kivertons Kitchen range to independent retailers, sell in the range, place an order and agree space in store as well as siteing point of sale.
How we executed the campaign
Contact were selected following a lengthy tender process to supply and manage a national field sales team.
Contact assisted the client in the production of the point of sale and marketing strategy to support the launch, in addition, delivering a residential training course at the Greencores head office for the sales team prior to the campaign.
The campaign was a great success.
The field sales team created a detailed call file with specific audit information in a variety of symbol groups (including Londis, Spar and Esso) using IVR reporting software.
Over 78% of retailers the sales team spoke to listed products from the range.
Retailers were offered merchandising support and a variety of Point of Sale to help raise brand awareness and generate sales.