Case Study - Unilever

Background and Objectives

What is the background or context of the event or activity?

The HR team at a major Unilever manufacturing plant approached our company in January 2021. They had arranged some catering services for their team in the past and wanted to explore how The Food Truck Hub & Event Experiences could best support their goals.

What were the primary objectives or goals of the campaign?

The plant administration found it challenging to figure out which food trucks would be best for their team. Their past experiences were met with mixed reviews and it was often challenging to coordinate with the food truck operators - especially with the added challenge of requiring caterers to provide service during the third shift (overnight service). They were looking for a partner to manage the opportunity for them.

Target Audience

Who was the target audience for the campaign?

The client approached TFTH&EE directly through our website and submitted a quote request through the 17hats link on our site.

How was the target audience defined and segmented?

See above - the client was not targeted by a marketing campaign.

Strategy and Planning

What was the overall strategy for the event?

The overall strategy was to provide a second-to-none experience, delivering high quality experiences to associates around the clock through a single, dedicated team to coordinate monthly themes and provide inspiring recommendations.

How was the campaign planned and organized?

N/A

Content Creation and Posting

What types of content were created for the campaign (e.g., images,

videos, articles)?

N/A

How frequently was content posted on social media platforms?

N/A

Were there any specific themes or messaging strategies?

N/A

Platform Selection

Which social media platforms were used for the campaign (e.g.,

Facebook, Instagram, Twitter)?

N/A

What was the rationale for selecting these platforms?

N/A

Engagement and Interaction

How did the audience engage with the content (likes, shares, comments,

etc.)?

N/A

Were there any specific strategies employed to encourage engagement?

N/A

Measuring Success

What key performance indicators (KPIs) were used to measure the

success of the campaign?

N/A - not the campaign success, but rather the success of the services that we have been providing every month since February 2021.

What were the results in terms of reach, engagement, conversions, etc.?

N/A

Challenges and Obstacles

Were there any challenges or obstacles faced during the campaign?

To further engage employees, the HR team at the manufacturing facility created an engagement committee to help identify requested cuisines and to approve each caterer. The approval process entailed a tasting for the committee, which was often challenging to schedule, especially with such short turns for the next event.

How were these challenges addressed or overcome?

We met these challenges by planning a six-month cycle with our client contact, identifying opportunities earlier on in the process and scheduling tastings to ensure that enough time in advance was planned for the tastings and subsequent event.

Competitive Analysis

Did you conduct a competitive analysis to benchmark your campaign

against competitors?

N/A

What insights or lessons were gained from this analysis?

N/A

Future Recommendations

Based on the results and experiences, what recommendations do you have for future events?

To maximize service efficiency and to share information with guests before they order, it is always critical to provide a detailed menu, listing any dietary and allergen notes.

Are there any lessons learned that can be applied to future strategies?

N/A

Ethical and Legal Considerations

Were there any ethical or legal considerations in the campaign, such as privacy concerns or compliance with regulations?

N/A

Case Conclusion

Summarize the key takeaways and conclusions from the case study.

TFTH&EE completed 5 full years of partnering with Unilever by exceeding expectations, creating new menus, and introducing new events. In addition to the team favorite monthly lunch, we now provide an annual family picnic day and produce every component of that experience.