As a B2B company, K&P saw many of its foodservice customers struggle during the pandemic. Struggling to keep enough staff, keep enough supply, and just to stay open. K&P challenged us to position the Sensations product as valuable, versatile, and easy-prep so that their clients could easily serve unique, quality seafood menu items while keeping labor costs low and boosting profits. Together we needed to find a way to acknowledge the pain points faced by operators and position K&P Sensations as a tool to help them bounce back after the shutdowns.

After some concept brainstorming, we ultimately landed on “Survive & Thrive” as a theme. It was immediately both relevant and optimistic for the target audience of foodservice operators. Based on research to find the right look and feel, we designed the campaign booklet to have a format of a “survival handbook” that is easily portable and designed to deliver only essential, helpful recipes & details. This style was carried across all campaign pieces.