CASE STUDY: Chicopee (Berry Plastics)
In 2013, Chicopee Americas (Berry Plastics), and their house foodservice brand Chix, had no meaningful web or social media presence. This was problematic because Chicopee had developed a revolutionary nonwoven food service wipe and had no way to reach an audience.
Water Street created a multi-faceted inbound campaign to drive customers to request a free testing kit. A steady twitter stream of relevant topics, combined with strategically timed press releases, positioned Chicopee as the industry leader in cleaning for health and safety in the restaurant and foodservice industry.
By posting targeted content directed at professionals interested in healthy cleaning for the foodservice industry, Chicopee went from no social presence to an audience of highly-engaged followers. In just 9 months, their brand went from zero page one results to netting the top 5 positions in search results for relevant topics.
Social posts sent followers to a product-specific landing page where they could sign up to receive a test kit. In addition to signing up for a kit, the landing page allowed small business owners to find a distributor in their region. Press releases highlighting the benefits of this revolutionary cleaning wipe garnered over 2 million views on news outlets across the country.
A second campaign targeted a select list of contacts in food safety. These high-level buyers for national chains were shipped bright red mailers, complete with samples and test strips to evaluate their current products.
The combined campaign of social content, direct marketing, and inbound digital placement provided a steady stream of self-qualifying sales leads. The sales kits gave prospects a chance to test the products in real work environments, and Chicopee sales reps had all the contact information necessary to provide timely, helpful follow up calls.
As a result of this campaign, ChixSC brought in more qualified leads, greater brand awareness and higher sales of their foodservice wipe.