Listen to your cravings.
Rebranding the Gordon Choice Fried Foods Collection to deliver on crunch, satisfy chefs, and drive greater sales.
Client
Gordon Food Service
Creative Direction: Katy Stafford
Art Direction: Ben Petersen & TWO ARE
Motion Direction: Morgan Tinney
Copywriting: Taylor Buekema
Booth Experience: TWO ARE
When it came to selling fries, apps, and oils, Gordon Food Service had a problem: food operators didn’t view GFS as their one-stop shop for all their fried food needs. Even worse? Those who did buy GFS prioritized price above all else, not understanding that by pairing the right quality product with the perfect oil, they could achieve greater yield and higher profits.
Getting
results
-
In the first year post-rebrand, GFS claimed 14% growth in their share of appetizers and frozen-potato products for food distributors.
-
Q4 to Q4 GFS saw 5% growth in overall case sales, changing nothing about their product outside of the rebrand.
-
The key to this collection was pairing the right oils with the right products for a better fry and a larger share of the market. That shift in selling drove our strategy and positioning. When it came time for GFS Food Shows, Fried Foods dominated the floor, converting single product customers into collection loyalists.
“There’s no reason why folks who buy their apps from Gordon Food Service shouldn’t buy our oils as well.”
