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© 2010 Recipe Marketing
© 2011 Recipe Marketing
BonipakCase Study
© 2011 Recipe Marketing
Bonipak Marketing Challenge
• Since 1932, Bonipak has been growing high quality produce year-round with their “seed to sale” approach, which allows them to monitor and control the whole supply chain. Every year they attend Produce Marketing Association’s (PMA) Fresh Summit trade show. In 2011, they were looking for ways to leverage their participation.
© 2011 Recipe Marketing
Bonipak Marketing Strategy
• In order to energize their presence at Fresh Summit in Atlanta, Recipe teamed up Bonipak with several high profile restaurants to showcase their produce and developed the "Bonipak Wedge" salad, a southern favorite. To create buzz, Bonipak’s sales team invited their customers and prospects to dinner at the participating restaurants.
© 2011 Recipe Marketing
Bonipak Creative Mix
• Recipe handled the communication with chefs and restaurant managers, ensuring a positive experience all around. Recipe also organized the logistics with local produce distributors and restaurants to transport lettuce from Santa Maria, California to Atlanta, Georgia.
© 2011 Recipe Marketing
Bonipak Creative Mix
• Recipe created table tents and buttons for the promotion. Servers wore the buttons and table tents were placed on the tables of participating restaurants over the weekend of Fresh Summit.
© 2011 Recipe Marketing
Bonipak Results
• Four restaurants participated in the promotion: Azio, Ruth's Chris, Pacific Rim and Pitty Pat's Porch. All reported brisk sales of the “Bonipak Wedge.” Bonipak’s sales team presented their product in a more engaging and memorable way than just on the trade show floor, differentiating themselves from their competitors.
© 2011 Recipe Marketing
Bonipak Results
• "This was one of the first promotions we have done of this type... and it was great to partner with Bonipak. The wedge salad is one of our signature dishes so it was important to maintain the Ruth's Chris brand standards. [Bonipak] provided a superior product that was a perfect fit for our menu, making the wedge promotion a great success," said Stephanie Tobben, spokesperson for Ruth's Chris.
© 2011 Recipe Marketing
Bonipak Results
• Recipe followed up the promotion with a press release that Perishable News, Progressive Grocer, The Packer and Fresh Plaza published, gaining over 150,000 impressions.
