The Challenge

Primo Foodservice had no owned database of end users to communicate with directly. They were entirely reliant on expensive trade media placements to reach their audience with product news and launches – an approach that was both costly and increasingly ineffective. Without direct access to their target market, Primo lacked control over their messaging, timing and ability to nurture customer relationships. They needed a strategic solution to build a proprietary foodservice database from scratch that could be segmented by business type, enabling them to take control of their marketing communications and reduce dependency on third-party media outlets.

The Solution

Mulberry developed a bi-monthly lead generation competition strategy designed to rapidly grow Primo’s database with qualified foodservice professionals. Using targeted Facebook lead generation ads with auto-filled forms, we minimised friction in the sign-up process while capturing valuable segmentation data. 

The key to success was our prize strategy. We selected relevant, sought-after prizes that resonated with chefs, kitchen managers and other foodservice professionals. Crucially, we gave away multiple prizes in each competition, creating genuinely achievable odds that made the target audience feel they had a real chance of winning. Combined with the bi-monthly frequency, this multi-winner approach built trust and made participants willing to exchange their contact details, knowing the competition wasn’t just a token gesture with impossible odds.