'Chef's Smart Start' by Torch for 3663 First for Foodservice

The Client
3663 First for Foodservice is the UK's number one delivered wholesaler to the catering market. Supplying both national chains through to independent pubs and hotels, 3663 is a £1 billion business. The company differentiates itself in the market by offering the widest range of the best brands in ambient, chilled and frozen food, but it also has a range of own label products under the brand of Chef's Smart Choice. This range is the focus of the Smart Start promotion.

Objectives

• To drive penetration and sales of Chef's Smart Choice
• To utilise the shopping data within the business for marketing purposes for the first time
• To demonstrate that 3663 is in tune with customer needs

Target Audience
Existing 3663 customers not buying into the 3663 Own Label range.

Strategy
To approach the target audience with a completely bespoke and personalised offer via direct mail to achieve the campaign objectives.

Media, Channels & Techniques
There were three main elements to the Chefs Smart Start promotion: