Establishing a sous-vide leader.
The evolution of a B2B brand
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CLIENT
Cuisine Solutions
SERVICES PROVIDED
Visual & Verbal Identity | Activations & Brand Spaces | Integrated Marketing Strategy | Campaign Development & Optimization | Media Planning & Buying | Content Marketing & Strategy | Influencer Marketing | Video Direction & Production | Interactive Design & Development | Social Media Marketing | Email Marketing | Original Photography
The international culinary community has always recognized Cuisine Solutions as “the masters of sous-vide.” The chefs at this prepared-foods company pioneered the cooking technique, which concentrates flavor and ensures reliable, consistent results. Cuisine Solutions supplies restaurants, airlines, schools, and more with high-quality pre-cooked foods that arrive ready to reheat, finish, and serve—helping organizations reduce labor costs and food waste. In addition, many Michelin-three-star chefs have trained with Cuisine Solutions’ sister company, the Culinary Research and Training Academy (CREA).
Cuisine Solutions first approached HZ to redesign its logo. Since that time, HZ has partnered with the company to produce a corporate website, an e-commerce website, social media, email marketing, a print magazine and accompanying website, an annual global festival, retail packaging, influencer marketing, ad hoc content, and so much more—all with the goal of expanding a love for the sous-vide method.
Despite Cuisine Solutions’ strong presence in the B2B space, the company and the sous-vide technique itself were relatively unknown to the general consumer, and HZ saw the opportunity to appeal to a growing fanbase of at-home sous-vide chefs, too.
In 2016, only seven years after the launch of the first household sous-vide cooking appliance, Cuisine Solutions and HZ published the first issue of Sous-Vide, a biannual glossy magazine designed to extend the B2B company’s thought leadership into the consumer market. Through creative direction, top-notch reporting, and arresting, professionally styled photographs, HZ channeled Cuisine Solutions’ expertise and their chefs’ next-level recipes into a beautiful, polished look and voice for Sous-Vide.
25K
newsstand copies
81%
traffic lift on MyCuisineSolutions.com (B2C) in the month following the October 2018 Issue 5 launch
98%
traffic lift on CuisineSolutions.com (B2B) the following month after the October 2018 Issue 5 launch
Cuisine Solutions wanted to extend their new corporate brand into refrigerated products for e-commerce and their retail partnerships that would be sold at Costco, Sam’s Club and Target. They turned to HZ to develop packaging concepts for their new project.
HZ worked closely with multiple Cuisine Solutions departments (Marketing, R&D, and Retail) to fully understand the products, including flavors, production-line wrapping, and reheating instructions. With a full understanding of the e-commerce and refrigerated retail products, HZ then scaled the partnership to include a content strategy for the creative to be used on their consumer website (designed by HZ), social, email, influencers campaigns and in media buys.
In partnership with Cuisine Solutions, HZ strategizes, plans and produces content for the company’s social media platforms, including Facebook, Instagram and LinkedIn. Content for the social channels aims to speak to both their B2B and B2C audiences of professional chefs and home cooks interested in their e-comm products. In 2019, to coincide with Cuisine Solutions’ expansion into the Middle East, HZ established new social media accounts for the new market and has continued to drive forward their Instagram presence.
View and download the full Cuisine Solutions case study here:
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