Funny how a creative spark can ignite anywhere. When our agency was tasked with launching a B2B foodservice campaign for buttermints – a campaign idea sparked in the midst of a Sunday School class at a Methodist church.
First, we helped the client perform market research which found that consumer felt there was a higher level of service in a restaurant when they were presented with a free buttermint at the end of their meal. In the restaurant business, this was a breakthrough since a 2¢ buttermint could positively impact one of the three ways a restaurant chain can improve its sales (menu, atmosphere and service). Creative Energy was tasked with telling major restaurant chains about the news on a limited budget. This meant that the few ads we would be able to purchase had to be highly impactful…
Fast forward to a creative team meeting on the task and a Sunday School discussion on how acts of hospitality are no longer the norm (did I mention that the name of the buttermint company is Hospitality Mints?). Gone are the days of a restaurant offering to take your coat and hat upon entry. There are no more cigarette girls stopping by your table to offer a fresh pack… DING the light comes on. The launch of new MAD MEN TV episodes and a corresponding launch of a new line of 60s era colors and clothing by Banana Republic will reignite America’s nostalgic love of the era where an extra level of service (or hospitality) once lived. The new clothing line would include retro style dresses for women along with the classic blacks and greys worn by Don Draper on TV.
Kristen Lawson, our Digital Media Manager, and Art Director Dale Atkinson quickly created a 60s era cartoon character adorned with pearls and tight dress Jackie Kennedy would have loved. Her name? Miss Mints – and her message to restaurant chain executives was to return to an added level of hospitality that would enhance their customer service perception with wrapped buttermints including the chain’s branding and personal message.
Add a social media component, sharable e-blasts, print ads in two leading foodservice publications, banner ads on the magazine’s websites, box mailers offering samples of the buttermints and a microsite where Miss Mints can actually tell you why buttermints can make you more money… and what you have is a multi-channel campaign that can generate big money leads on a small budget.
Congrats to our creative team on a concept that can really offer a breakthrough in sales for the client – all sparked by some polite, southern ladies in a Sunday school class.