FOOD YOUR WAY
CONTINENTAL’S FIRST MARKETING CAMPAIGN
The Midwest food and beverage leader, Continental serves 3,000+ clients across Indiana, Michigan, Ohio, Western Pennsylvania and New York through a range of offerings, from innovative vending to full-service cafés. Like many others, the company was looking for a quick rebound following covid, which completely reshaped the food and hospitality industry. Cookie-cutter service offerings were no longer practical. Enter its first global marketing campaign, reframing the approach and conversation around workplace food.
As Director of Brand, Content and Creative, I had the distinct honor of leading the campaign as well as its strategic rollout in concert with an incredible team. The comprehensive project included new branding videos, a full website redesign, a fresh suite of sales materials, white papers, leave-behinds, development of client swag, social media content and more.
The Food Your Way campaign addressed head-on the ever-evolving needs of clients as their environments shift through phases of return-to-work programming. As an organization large enough to have the resources of a major institution yet as nimble as a local provider, it highlighted Continental’s main differentiator of offering boutique-level customization at scale for our whole portfolio of clients.
The result: aggressive sales goals met in the 24 months that followed, playing a major factor in the 10s of millions in year-over-year new business revenue.
NEXT-LEVEL LEAVE-BEHINDS
In the post-covid world, our sales team faced unprecedented difficulty reaching prospective clients, rarely able to meet in person. To leave a lasting impression, we designed high-impact drops-offs. The new branded boxes featured fresh food, snacks, company marketing materials, and an array of swag, including branded totes, tumblers, and even fun stickers
VP of Marketing: Christopher Warnack Brand Director & Copywriter: Sean Rosenberg
Designers: McKenzie Shell, Lawrence Paelmo, Anne-Marie Kim Videography: Tell Studios