If it is up to FrieslandCampina, Chocomel will also become the drink people order in the catering industry to enjoy shared good times. It is up to marketing agency Menuez International to make that happen. From 1 November, representatives can easily order standard or fully personalised menus, drink cards and price lists for the hospitality industry via the Brand Management Platform Menuez has developed for Chocomel. Menuez then arranges the layout, text control and delivery of sustainably produced menu cards.
Effective communication is essential
Robbert Kleiren, Brand Leader Chocomel, explains what made the brand decide to extend the focus of its brand strategy to the hospitality industry. “Our ongoing consumer and guest research clearly shows that drinking Chocomel is seen as a real treat. A moment for yourself. That those moments can be spent wonderfully in the hospitality industry needs no further explanation. At the same time, we are aware that the industry has become more complex in recent years. Therefore, we believe that effective communication is essential to achieve our goals, and this requires a good plan, of which Menuez is an important part.”
Brand positioning
The brief given to Menuez by FrieslandCampina is to optimise Chocomel’s brand positioning on every menu. Recognition and recall are key factors in this. Gijs Verbaten, founder of Menuez International: “Putting a brand literally on the menu list has been our speciality since 2010. By now, more than 50 brands worldwide work with our Brand Management Platform to organise, manage, share, design, personalise, distribute and analyse all local marketing materials. And that both offline and online. That we can now add to this list a wonderful brand like Chocomel, I consider a great compliment and confirms FrieslandCampina’s professional outlook on marketing and communications.”