National wholesaler JJ Foodservice has more than doubled sales of its Gourmet and Texan Burger range following the launch of its ‘Think Inside the Bun’ campaign in January 2019.
The campaign was designed to encourage caterers to increase sales and margins with better quality, premium burgers. The campaign highlighted JJ’s own-label ‘Gourmet’ and ‘Texan’ burgers, which contain up to 98% beef.
Following the multi-channel campaign, which spanned print, video, digital and social media, sales (value) of gourmet burgers increased by 115% and volume increased by 91%. The Gourmet and Texan YouTube Video has been viewed more than 12,000 times.
In a post-campaign survey, 36% of gourmet burger customers said that they were not aware of the range before the campaign launched and had made a purchase after seeing it.
The other results were as follows:
> 98% said that the quality of the range was good, very good or excellent
> 95% said that the flavour of the products is tasty, very tasty or delicious
> 87.5% said that the value for money for the burgers is good, very good or excellent
> 95% of gourmet burger customers would recommend the range to others
JJ Foodservice will be giving restaurants and takeaways the chance to win a free case of gourmet burgers via its Facebook page during National Burger Week (22-29 August 2019).