The winner of the 2003 Group Marketing award will have some tough competition to beat. Last year's winner, Initial Catering, was praised by the judges for being altruistic as well as financially successful.
The judges were looking for a campaign that demonstrated good research and set itself precise and measurable goals. They were also searching for a company that used the appropriate medium and promotional materials to deliver results within a suitable budget. On top of this, they were looking for innovation and focus, both of which Initial fulfilled.
Initial, which is the largest provider of school meals in the UK, embarked on a campaign that would not only make lunchtime more appealing for its customers but would also educate children and parents on the importance of nutrition. As well as giving their campaign an educational value, Initial also aimed to increase school meal take-up by 2% and gain two new education contracts. Both goals were either met or surpassed.
Operating in the tough arena of school meals is a challenge, but judges were especially impressed by Initial's tactics of talking to their customers first - both parents and children.
As part of the campaign, children were invited to attend food-tasting days and sample new products when menus were created. A welcome pack, given to parents before their child's first day at school, included menus and games plus contact details should parents have any dietary concerns or requirements. A voucher was included so parents could join their child for lunch on the first day. Initial also launched an interactive Web site, Coolmeals.co.uk, which aimed to teach pupils about nutrition.
The campaign didn't just win for its innovative approach to in-school dining, however. A sales increase of more than 3% a year - a figure that amounts to an additional turnover of £2m on existing business - was also noted by the judges, as were the two new contracts together worth £13m a year in turnover.
As competition for this award comes from all sectors of the industry - everything from national hotel groups and restaurant chains to commercial and public-sector contract caterers - it's a tough award to win.
Judges' criteria
Businesses enter themselves for the Best Group Marketing Campaign award, rather than being put forward by a third party.
* To qualify, the business must be a group organisation operating more than one unit under central control but whose units are separated geographically.
* Entries can be for a single unit in a group, the group as a whole, or any part of it.
This year's winner will be announced at the Catey Awards on Tuesday 1st July.
Previous Winners:
2002 Initial Catering
2001 Whitbread Hotel Company
2000 Debenhams Food Services
1999 Granada Food Services
1998 Perfect Pizza
1997 Radisson Edwardian Hotels
1996 Jarvis Hotels
1995 Roadchef Motorways
1994 Kirklees Metropolitan Council Catering Service
1993 Victoria & Albert Hotel, Manchester
1992 The Brewery, Chiswell Street
1991 Compass Services UK
1990 The Savoy, London
1989 Wimpy International British Telecom Catering
1987 Crest Hotels International
1986 Crest Hotels International
1985 Compass Services UK
1984 Berni Inns
Sponsored by: Nestlé FoodService
Sponsor message:
Nestlé Foodservices is delighted to be sponsoring the Catey award for the Best Group Marketing Campaign.
The out of home market continues to grow, with over 30% of all food and beverages consumed in the UK, now consumed out of home, and capturing a share of this growing market is becoming ever more challenging, with new outlets opening daily.
In order to help our customers build profitable businesses in this challenging marketplace, Nestlé is continuing to develop brand drived solutions, supported by clear consumer communication to generate interest and demand. The synergy this has with the Catey award for the Best Group Marketing Campaign, is the foundation of our continued support.
In today’s crowded world, effective communication is essential to success in business. Consumers have much more choice than before, so creativity, clarity of communication and excellence of execution are essential elements of consumer marketing strategies. This is particularly so when the recruitment of new customers and maintaining the loyalty of existing ones, is such an essential ingredient of success in the hospitality industry.
However, it is the results of the Campaign which really define its success. The Catey award for the Best Group Marketing Campaign is therefore presented to the company which is best judged to have achieved exceptional success, having set challenging objectives and implemented an innovative and exciting marketing campaign, while demonstrating a clear understanding of their customer needs.
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