As restaurants recovered from the lingering effects of COVID-19, Unilever Food Solutions needed to be more than a supplier, it needed to be a supporter for our customers.
To transform recipe inspiration into business impact, we linked our B2B campaign with a B2C element to drive footfall and sales for our restaurant chefs.
There were two key pillars of this strategy:
B2C: Build an appetite for our Killer Recipes among young Chinese diners to drive footfall to participating restaurants.
B2B: Convert chefs into customers through recipe inspiration, amplifying diner experience and transforming data into a frontline sales tool.
Running concurrently, this B2C2B strategy built a holistic marketing ecosystem for Unilever Food Solutions to help sell through their products and support their customers, driving a massive uplift in sales, significantly outpacing market growth.