Following the awareness work established through What’s in Store?, CHEF’STORE needed to move beyond explaining the brand and give customers a stronger reason to shop differently.

The business wanted to increase case sales, grow basket size and strengthen value perception among foodservice operators and value-minded shoppers. However, simply promoting larger quantities or lower prices risked reducing the brand to a transactional message.

The campaign needed to:

• Make the value of case buying easier to understand

• Connect larger purchases to practical customer benefits

• Encourage operators to stock up and reduce repeat trips

• Remain relevant to everyday shoppers without weakening operator credibility

• Create a flexible platform that could support seasonal, evergreen and market-specific messaging

• Bring greater consistency to value communication across channels

From communicating what CHEF’STORE offers to showing customers how buying more can help them accomplish more.

I translated a business objective centered on case growth and value perception into a customer-facing campaign platform with a clear promise, messaging hierarchy and omnichannel structure.

My responsibilities included:

• Defining the strategic role and customer promise of the campaign

• Developing the Get More platform and messaging system

• Reframing case purchasing around customer outcomes rather than quantity alone

• Establishing the balance between operator needs and broader shopper relevance

• Building the message hierarchy across value, convenience, preparedness and access

• Defining how the idea would adapt across OOH, radio, paid social, video, digital, email and in-store marketing

• Guiding creative development and maintaining consistency across national, regional and store-level executions

• Connecting creative strategy with media objectives and campaign performance

Value Beyond Price

The campaign needed to communicate savings without relying solely on price claims. Get More expanded the definition of value to include greater preparedness, fewer shopping trips, dependable quantities and more possibilities with every purchase.

Benefits Before Quantity

Rather than telling customers simply to buy more, the creative connected case purchasing to what it enabled: staying stocked, serving more customers, preparing for demand and spending less time restocking.

A Platform Built to Flex

Get More was designed as a repeatable platform rather than a single campaign line. It could support value, case sales, convenience, selection and seasonal needs while maintaining one recognizable brand idea.

Operator-Led, Publicly Accessible

Professional foodservice operators remained the primary audience, but the messaging also needed to resonate with families, hosts and value-minded shoppers. The creative emphasized practical needs shared across both audiences without diluting CHEF’STORE’s operator credibility.

One Idea, Different Channel Roles

Each channel was given a specific job. OOH delivered fast value recognition, radio added explanation, paid social demonstrated customer benefits, digital supported action and in-store creative reinforced the message at the point of purchase.

Strategic Impact: The campaign gave CHEF’STORE a clearer way to move audiences from brand awareness toward purchasing behavior by connecting the business priority of case growth with benefits customers could immediately understand.

Brand Impact: Get More strengthened CHEF’STORE’s value expression without reducing the brand to discounts or price promotions. It positioned value as a combination of savings, access, efficiency and readiness.

Creative Impact: The platform established a repeatable messaging and visual structure that could extend across national, regional and store-level marketing while adapting to different audiences, seasons and business priorities.

Organizational Impact: The campaign created a shared framework for aligning leadership, media, internal creative teams and external partners around one central value story, helping previously separate tactics feel like parts of the same campaign system.

• Impressions: 22.1M (+144%)

• Engagements: 7.3M (+764%)

• Video views: 6.5M (+879%)

• Engagement Rate (per impression): 33.1% (+254%)

• Clicks: 873k (+232%)

• CTR: 3.9%

• Comments: +103%

• Shares: +189%

• Reactions: +265%

• Audience Growth: +71%

Reporting: 5/1/26-8/1/26